Behind the scenes at VinePair: The tasting methodologies that influence millions of consumers

For winemakers seeking to understand how ratings can impact the decisions of millions of consumers, it is necessary to understand the tasting methodology used by VinePair. During the latest edition of the wine2wine Business Forum, Josh Malin, co-founder of VinePair, together with Keith Beavers, director of tastings, Tim McKirdy, editor in chief, and Hannah Staab, editorial assistant, outlined the magazine's unique approach to the tasting, review and communication of wines.

An introduction to the influential American magazine

VinePair, a leading publication in the wine, beer and spirits industry, has established itself as a vital voice in the industry over the past decade. With an extensive audience of 40 million monthly visitors, VinePair has pioneered a distinctive approach to tastings and reviews. Their methodology not only sets standards, but also captures the evolving preferences of today's consumers. Founded to fill a gap in the market, VinePair fosters accessible and inclusive conversations about alcoholic beverages, particularly targeting younger generations who interact with these beverages in new and diverse ways.

In this session, Malin, Beavers, McKirdy, and Staab explained VinePair's distinctive methodology and its impact on wine ratings. VinePair's approach to tastings and reviews aims to reflect the evolving tastes and preferences of modern wine consumers.

Vinepair: a different approach

A key element that sets VinePair apart is its commitment to non-blind tastings. According to its experts, traditional blind tastings sometimes do not provide a complete evaluation of the wine. Instead, opting for a transparent process where all information about the wine is considered provides a richer context for reviews.

This methodology not only offers detailed evaluation and scoring, but also includes inclusion in various rankings, facilitating consumer discovery and trust in new labels, promoting emerging producers and different styles, and offering a broad and inclusive perspective about the world of wine.

What’s more, by not limiting itself to technical aspects but also exploring the producer's history, regional characteristics and the human stories behind each bottle, VinePair's method makes reviews more accessible and engaging for readers.

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Josh Malin

Josh Malin is president and co-founder of VinePair, responsible for data collection and analysis. Prior to VinePair, he helped grow Ez Texting, a New York-based small business text messaging startup that was acquired by CallFire in 2012.

Keith Beavers

Keith Beavers is tasting director and host of the Wine 101 podcast for VinePair. Before VinePair, he owned the In Vino restaurant and wine bar and the Alphabet City Wine Company wine shop in New York. His Wine 101 podcast is renowned for its enthusiastic approach to wine education, including reviews and seminars.

Hannah Staab

Hannah Staab is assistant editor at VinePair. She contributes with articles on the world wine scene, on how to drink and serve wine. She directs the application and admission process for tastings, organizing tastings for reviews and purchasing guides. She works to ensure diversity and inclusion by reaching out to small, independent producers.

Tim McKirdy

Tim McKirdy is the managing editor and host of VinePair's Cocktail College podcast. He directs tastings and reviews of spirits and participates in wine tasting sessions for buying guides. Former professional chef, graduated from the Westminster Kingsway culinary college. He has the WSET certification in Wine Level 3 and has worked as an editor and writer for VinePair for six years.