While I was in Portugal in May judging at the 2013 Wines of Portugal Challenge, I met a well-spoken and well-studied former Luftwaffe pilot named Axel Probst, who now provides one-on-one Port consultations (seriously, there’s a business for this in Europe, apparently).
Axel looks every inch like an air force pilot: well-mannered, calm, fit, nice hair, strong chin – the works (see pic in the list of judges from the competition). Like me, at forty-ish he’s semi-retired into the wine biz. I took to referring to him Axel as Herr Port (get it…? Mr. Port… Airport… former pilot… okay, you know what, go screw yourself!).
The reason I’m mentioning Herr Port today: in getting to know Axel and talking about his odd landing (ha!… sorry…) into the wine biz during my recent week in Portugal, is due to a realization on my part. Axel’s story is similar to many of those who have made up the list of finalists in the Best Single Subject Subject Wine Blog category of the wine blog awards through the last few years (though none of them are former Luftwaffe pilots, as far as I’m aware). It was the radiation that what all those just-mentioned souls have in common is actually the key thing when it comes to building authority on the topic of wine from the ground up. And it amazes me that so few people who say that they are interested in turning their self-published forays into wine coverage into something more serious are doing it.
These things are, for sure, more marathon (insert awesome `80s prog rock soundtrack here) than sprint, but if I were starting up in the wine world online tomorrow, and wanted to build an authoritative brand in as short amount of time as possible, here’s exactly how I’d go about it…