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https://www.barrons.com/articles/20-minutes-with-wine-enthusiast-president-and-publisher-jacqueline-strum-01640614736
“Our new mission statement is ‘We bring wine to life,’” says Jacqueline Strum, president and publisher of Wine Enthusiast Media. A trusted source of information and inspiration, Wine Enthusiast aims to deliver the complete experience to consumers through ratings, reviews, industry news, education, events, and of course, wine and its accouterments.
Founded in 1979 by Adam and Sybil Strum with the thought that wine should be accessible, the brand strives to make wine less intimidating and approachable for everyone. That perspective endures more than four decades later, as their daughter Jacqueline—a 15-year veteran of the wine industry—steers the media side of the company in her new role, which she assumed in June 2021.
Strum, 35, learned about wine from her parents while growing up, so it’s no surprise that the grape has become the cornerstone of her career. After graduating with a degree in International Business from The George Washington University, Strum earned an Advanced Degree with Distinction from the Wine, Spirits & Education Trust (WSET Level 3) at only 21 years old.
Post-college, she held positions in public relations and marketing, managed communications at Wine Enthusiast, and consequently, “fell in love with digital media.” In 2016, she launched ThirstyNest, the first wine and spirits registry for modern couples, while also working as associate publisher of Wine Enthusiast, a precursor to her role as president and publisher.
Recently, Penta caught up with Strum to chat about Wine Enthusiast’s approachability, the industry trends she’s seeing, and what’s in her glass on any given night.
PENTA: How does Wine Enthusiast manage to leave the intimidation behind so every wine lover feels compelled to grow in their wine journey?
Jacqueline Strum: It all really started with my parents in the late ‘70s. They started the catalog because why do only the uber-rich, or white-tablecloth restaurants, have access to wine accessories? That’s how it was in the ‘70s. Why shouldn’t everybody have access to this? That is authentically them—they made it accessible to all.
The magazine is an extension of that belief system. We try to cover things inclusively and highlight as many people in our publication—varying ages, people of color, and economic backgrounds. We don’t want it to be limited to a certain class. It’s in our aesthetic; the way we color and style the imagery has a light-hearted approach. We explain from all angles; we don’t shy away from a simple 101 article. The ratings are an entry point, giving you some idea of what the wine will taste like and allowing you to feel confident in a purchase.
How did the pandemic affect Wine Enthusiast’s business?
We were nervous, we thought it would be like the recession of 2008, but it’s been a good year business-wise. It was a huge watershed moment for us as a company. People were stuck at home, and they weren’t spending money on travel or going out to eat, so they were buying nice wine glasses, gadgets, and wine fridges. We started to see huge sales on fridges immediately.
What wine trends have you noticed in the past 18 months or so?
The biggest is low and no alcohol. Every winery I talk to is coming out with a low-alcohol wine (9-11% ABV or alcohol by volume). It makes sense for a lifestyle choice. It started a couple of years ago, but with hard seltzer’s popularity, it’s been booming. I think they’re going to do well.
When people drink, they’re tasting nicer stuff. Before, people were purchasing US$15 and under and stocking up. People have been trading up and buying more premium in the last 18 months. The ratings section has been the most trafficked section of the website through Covid. People were shopping online before Covid, but we catapulted at least five years in the future. Vivino, Drizly, Wine.com, and wineries selling direct to consumers are explosive.
Speaking of trends, what are your thoughts on natural wines?
I love them; I actually go out and purchase them. I feel like it’s a fascinating movement—anything that brings attention to the winemaking process. I love the philosophy of letting the terroir and grapes speak for themselves. I love how it’s shaking up the industry.
At home, what’s typically in your glass?
I drink as many different things as possible at home. I love Riesling ; I have a whole Riesling collection. On the natural wine front, I love the carbonic macerated reds to be chilled. I’ve been into Central Coast, Paso Robles, and Santa Barbara, they’re a great value with so many different varietals they’re testing. I always come back to classic Chardonnays, a glass on my own or while watching TV. It’s the white t-shirt of wines. It can be whatever you want it to be. A classic, slight-oaked Chardonnay—I think it’s delicious.
What changes should we expect from Wine Enthusiast?
We want to unify our brand. We’re trying to be a whole ecosystem that speaks to the Wine Enthusiast user, from the glass they’re buying to what they’re putting in the glass to what they’re reading, to where they’re storing wine. We want to think of them as whole people who are in the wine mindset.
This article has been edited for length and clarity.
“Our new mission statement is ‘We bring wine to life,’” says Jacqueline Strum, president and publisher of Wine Enthusiast Media.
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