How Marvin Shanken Changed the Way America Drinks Wine

Marvin Shanken, who died on October 29 at age 83, helped reshape how Americans experience wine. He transformed Wine Spectator from a small California newsletter into a major magazine devoted to wine and the culture around it.

Shanken also launched or revamped publications including Cigar Aficionado and Whisky Advocate. But Wine Spectator had the greatest impact on its field. The magazine combined ratings and tasting notes with in-depth stories about wine regions, wineries, and the people behind the bottles. It became the first American magazine devoted entirely to wine and the lifestyle surrounding it.

For two wine writers, the magazine also provided an important career opportunity: an eight-page cover story about Spain’s Rioja region in 2008. They never met Shanken, but recalled that he took a hands-on role in the publication and that the story needed his approval. Later, a friend showed them a folded copy of the article and said it had inspired her plans to visit Rioja—without realizing they had written it.

The magazine’s influence extended beyond its pages. It helped establish a place for long-form wine journalism and contributed to wine’s growing presence in popular culture. Its annual New York Wine Experience, held since 1981, brings together hundreds of winemakers and winery owners to pour notable wines and meet consumers. The event also helped inspire similar large-scale tastings around the country.

Wine producers remembered Shanken as someone who championed both wine and the people who made it. Vintner Jean-Charles Boisset said Shanken gave wine a voice by celebrating its dreamers and pioneers. Winemaker Adam Lee praised his commitment to print, describing how Shanken created magazines filled with photography and stories that helped readers discover new interests.

Shanken’s legacy lives on in the readers, writers, and wine professionals he inspired—and in the stories that encourage people to look beyond the glass to the people and places behind it.

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!