Scoring systems provide extra meaning to a wine review empowering consumers looking to shop smarter
Providing a score with win reviews provides a hook and gives consumers a full picture of the wine in question.
In marketing terms, a score of 90 or higher is celebrated as an endorsement to buy. The laudatory digits are often displayed in advertisements or on stickers affixed to the bottled without any justification or explanation. However, reducing a wine’s essence to a mere number doesn’t give consumers much to go on.
The lack of a score denied readers the opportunity to compare my views with other opinions including their own. After two years of reviews, I started using a five-star system, which was commonly used for reviewing movies, hotels and restaurants and avoided the faux precision of scoring out of 100. The range of scores used today is more compressed. Scores below 87 or 88 are seldom published and certainly never promoted by wineries. I don’t often feature wines with lower scores in this column, knowing that they aren’t as interesting to readers and that space would come at the expense of another wine that I was more excited by.
Some writers have released high scores that are effective marketing tools for critics, too. The exaggerated scores of generous scribes such as James Suckling and Luca Maroni are often quoted in sales materials and ads. While they risk alienating consumers disappointed after buying a highly touted bottle, they are embraced by the wine trade for their support.
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