Filed under: Media Pranks, Publicity Stunts
Submitted by Dino D’Annibale:
Media: Wine Spectator drinks a hearty glass of blush
by Jerry Hirsch
Los Angeles Times
August 22, 2008
The magazine praises a Milan restaurant that doesn’t exist. Wine critic and author Robin Goldstein cooked up the hoax.
Milan’s Osteria L’Intrepido restaurant won Wine Spectator magazine’s award of excellence this year despite a wine list that features a 1993 Amarone Classico Gioe S. Sofia, which the magazine once likened to “paint thinner and nail varnish.”
Even worse: Osteria L’Intrepido doesn’t exist.
To the magazine’s chagrin, the restaurant is a Web-based fiction devised by wine critic and author Robin Goldstein, who said he wanted to expose the lack of any foundation for many food and wine awards.
To pull off the hoax, Goldstein created a bogus website for the restaurant and submitted an application for the award that included a copy of the restaurant’s menu (which he describes as “a fun amalgamation of somewhat bumbling nouvelle-Italian recipes”) and a high-priced “reserve wine list” well-stocked with dogs like the 1993 Amarone. (more…)