Philip James fooled a lot of media organizations with
his hoax about a Miracle Machine, that would turn water into wine. That may not have been his initial intention. The ridiculous story was breathlessly leaked by a website that has a track record of writing stupid things about wine.
Moreover, the CEO and Editor in Chief of that website
paid a $2 million fine in a securities fraud case and agreed to a permanent ban from the securities industry.
Yet the world media, which celebrates ignorance about wine, saw no reason to question the story.
First, a brief summary.
After
foolingconvincing investors to put more than $40 million into a now-sputtering wine Internet business called Lot 18, James was looking for something to do with his time and golden parachute. He created a fake Kickstarter campaign for something called The Miracle Machine, which would make wine on a countertop in 3 days, apparently with water and raisins, that would be better than wine those fancy-pants winemakers could make with all their fancy-sounding varietals.
Just as he did with Lot 18, James tapped into a vein of people who prefer, even brag about, ignorance about wine.
I don't doubt that you can make wine in three days with raisins, yeast and water. Prisoners do it all the time in plastic bags in their toilet. What was amazing was how the media jumped all over itself reporting the story as if the wine might be good.
Even the food media -- most of whom would never lower themselves to eat a TV dinner -- never stopped to ask if good wine should require, at the very least, freshly picked grapes. A friend of mine, a restaurant critic for chrisssakes, called me a snob on Twitter for suggesting the wine-from-a-kit might not be that interesting.
The strongest current of ignorance runs through the site Business Insider, which broke the story. I don't know how bad Business Insider (not to be confused with the excellent Wine Business Insider) is at covering anything else; I don't read Business Insider until somebody sends me a link to one of its stories about wine. Every one has promoted ignorance.
Finally somebody showed everyone how terrible Business Insider is at journalism, and ironically, it was someone whose reputation it helped build.