In a lively episode of Uncorked, Polly Hammond and Felicity Carter share insights from their experience at Media Fest 2022, a journalism conference in Washington, D.C. The two dive into the challenges facing both the journalism and wine industries, exploring how each field can benefit from fresh perspectives, authenticity, and innovation.

Journalism in the U.S.: Hope, Independence, and Realism

Polly and Felicity, immersed in sessions at Media Fest, quickly noticed a difference in the approach to journalism education. Felicity noted the distinctly American emphasis on journalism’s role in democracy, stating, “It was very idealistic about what journalism can be.” Unlike the financially driven freelance journalism scene in Australia, this conference focused on journalism’s societal responsibilities. Reflecting on the iconic advice from Watergate reporters Bob Woodward and Carl Bernstein, she recalls, “Always interview people at the bottom, not the top.” This approach, she believes, could transform wine journalism by prioritizing voices from vineyards and production floors over high-level executives.

A Surprising Lack of Practical Skills

While Media Fest’s focus on ideals was inspiring, Felicity saw a gap in the practical aspects of journalism. “They should have talked more about how to actually make a living in journalism,” she observes, citing that the conference largely overlooked key issues such as freelance pay and funding. This lack of practical advice extended to their session on social media, where Felicity questioned the value of teaching young journalists to focus on “branding themselves” over honing journalistic skills. “The only thing that matters is the quality of your work,” she emphasized, suggesting that wine writers too could benefit from focusing on quality rather than social media metrics.

The Disconnect in American Wine Service

Aside from journalism, Polly and Felicity also experienced the dining and wine scene in Washington, D.C., only to be disappointed by the wine lists they encountered. Polly noted that even in top-tier restaurants and hotels, they were served bulk wine without staff knowledge about what they were pouring. “If this is a consumer’s day-to-day experience with wine, no wonder they’re looking to other products,” Polly commented. Felicity echoed this frustration, sharing her surprise that even at high-end venues, staff often lacked basic wine knowledge, leading to an uninspired experience for consumers. This disconnect, they agreed, hinders wine appreciation and reflects a missed opportunity for the industry to elevate its offerings.

Key Takeaways for Wine and Journalism

Focus on Voices from the Ground: Inspired by Woodward and Bernstein, Felicity advocates for interviewing individuals directly involved in wine production rather than just executives. This approach, she believes, could create more authentic and impactful stories.
Quality Over Follower Count: Felicity emphasizes that quality, not social media following, is what makes a journalist credible. Wine writers, too, can build their reputation by prioritizing meaningful content over popularity metrics.
Revamping Wine Lists and Training: Polly and Felicity’s experience in Washington revealed a gap in wine service. Wine establishments could benefit from more intentional wine lists and knowledgeable staff to enhance the consumer experience.

Polly and Felicity’s conversation underscores the need for greater authenticity and engagement in both journalism and wine. As Felicity aptly concludes, “We need to loudly and publicly say: whoever’s buying wine for these wine lists, you suck. Do a better job.” Her words reflect a commitment to elevate both fields, ensuring that consumers and readers receive the quality they deserve.

Reflections on Journalism and Wine with Felicity Carter

Journalism in the U.S.: Hope, Independence, and Realism

A Surprising Lack of Practical Skills

The Disconnect in American Wine Service

Key Takeaways for Wine and Journalism

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Polly Hammond