It’s easy to make assumptions about William Kelley. In some ways, he seems like a caricature of the stereotypical wine writer: an excruciatingly RP English drawl, a doctorate in 19th century history from Oxford, a childhood divided between London’s Belsize Park and more rural Suffolk, and a cellar of seemingly endless depths (or so his Instagram suggests). And yet, there’s much more to the Wine Advocate’s Editor-in-Chief than meets the eye. Kelley sprung from anonymity rapidly. His mentor was Hugo Dunn-Meynell, a family friend who had been a protégé of André Simon and managed the Wine & Food Society for 15 years; organising Dunn-Meynell’s cellar formed Kelley’s early vinous education. He joined Oxford’s famous Wine Circle, acting as President for three years during his studies, which concluded with a PhD. “Education in the humanities is the only form of institutionalised punishment where you get extra time for good behaviour,” Kelley says with a chuckle. Academia wasn’t for him, but, as he tells me, with a casual shrug: “I kept getting scholarships and things, so I kept on doing it.” Wine, meanwhile, played an ever-growing role in his life – from pillaging his college’s cellars, helping the staff decant old vintage Ports, increasing involvement in the Wine Circle, and trips to visit producers. Kelley penned his first feature for Noble Rot in 2015, a spotlight on the late, elusive Henri Bonneau. He was published in Decanter the following year, where he soon secured the North American beat. He covered Burgundy’s 2015 and 2016 vintages for the magazine, before joining the Wine Advocate team in 2017 – just two years after he’d first started writing about wine. In March of this year (2024), he took over as Editor-in-Chief – arguably the biggest job in wine writing. That’s quite the trajectory for someone who fell into the job. “I always wanted to make wine,” Kelley says. “Writing about it sounded like a good idea to make some money, you know? I found the meaning afterwards.” And that meaning is what makes Kelley so interesting, both as a writer and an editor – one that is quietly leading a revolution at the Wine Advocate. I always wanted to make wine,” Kelley says. “Writing about it sounded like a good idea to make some money, you know?  “What we do can be amazingly useful in disrupting hierarchies and forcing critical reflection,” Kelley tells me. “I don’t think we do enough of those things currently – but this is something we’re going to do more of.” In his mind, the Wine Advocate’s purpose is “to keep everybody honest”. The publication was purchased by the Michelin Guide in 2019 (having held 40% since 2017), and Kelley’s been talking to the Michelin team – about how they choose which restaurants get reviewed, and the criteria on which they’re judged, looking for possible synergies. The difference between two and three stars, for example, is more subjective than whether or not an establishment makes it into the guide – and it’s similar with wine. Although there will always be an element of subjectivity, especially when it comes to the two- or three-star equivalents, Kelley is trying to bring more consistency to the way wines are scored. He’s brought in technical training for the entire reviewing team – looking at perceptive thresholds for faults such as brettanomyces and mouse, while also ensuring that they’re all using the same lexicon – that one person’s cinnamon isn’t another’s clove. He cites the world of perfume, where training is intensively scientific and perfumers have to pinpoint hundreds, if not thousands, of specific scents – strikingly different to the world of wine, where tasting is often just “free association”. The team even sends samples off to a laboratory for analysis. This is all part of how Kelley hopes to tackle the inflation, and compression, of scores (“a huge problem” he confesses) – which in turn is devaluing both ratings and the role of those that give them. Kelley is unusual in the critical sphere, for both making wine and reviewing it. He’s received criticism for this duality, although openly declares any interests in reviews (such as for Domaine Felettig, an estate from which he buys fruit). His experience in the vineyard and winery, however, gives him a unique perspective and allows him to engage with producers on a deeper level – something he wants to see more of across the team. What we do can be amazingly useful in disrupting hierarchies and forcing critical reflection When I ask how the publication determines what gets reviewed, Kelley explains how, for a long time, writers at the Wine Advocate had KPIs for the number of reviews published – trying to tackle as much as possible of the increasingly diverse world of fine wine in a bid for relevance. But he’s clear that needs to change: “We need to embrace the idea of reviewing fewer wines in more depth and following them more closely, because that reflects how people consume today,” he says. Part of that, for him, involves getting into vineyards and wineries to see how people are working, and spending enough time to fully understand it. He wants to put an end to gathering samples in anonymous tasting spaces; for him, the supposed neutrality of that experience is limiting. “How do you invest in the stock market if you know nothing about a company’s performance?” he says. “How do you define authenticity? For me, it’s about taking risks. It’s about exposure to negative consequences in pursuit of a goal, a conviction,” Kelley tells me – and it’s authenticity that he wants the Wine Advocate to be championing. “We’re in a period when winemaking conditions are more extreme, where traditional hierarchies of sites are being upended, and for the industry to digest all of that, we can be immensely useful voices.” He's clear that wine remains old-fashioned in many ways with an “aura of tradition” that consumers like, whether the family pedigree of certain estates (“We don’t want seventh-generation politicians, but suddenly we like nothing better than to buy a seventh-generation wine.”) or antiquated classifications (“Having a great classification is very nice – but it shouldn’t be a licence to print money. It should be an obligation to do better.”). The Wine Advocate, however, has the ability to champion young producers, shine a light on new names and question the current state of the industry. It can – in short – disrupt the status quo. One of the challenges with wine is that critics and writers are often dependent on producers for access, especially when it comes to the rarest and most sought-after wines. Truly impartial judgement is difficult when a low score or negative review risks not being invited back. (Kelley himself has been banned from estates – and sometimes later un-banned.) The industry is riddled with such conflicts of interest. But, for Kelley: “It’s not actually about avoiding [conflicts of interest], because you can’t… our business is about managing them; it’s about being very transparent.” We’re in a period when winemaking conditions are more extreme, where traditional hierarchies of sites are being upended While there are of course strict rules in place regarding hospitality and producers, the Wine Advocate’s expenses policy is generous enough, Kelley assures me, to allow writers to “engage with [producers] as an equal” – and ensure there’s no pay-to-play. Wine criticism isn’t renowned for its generous salaries, yet Kelley notes how important it is for reviewers “to be paid enough to buy the wines and have an independent relationship with [them]”. He highlights how it’s the bottles that he might have misjudged that have shaped him most professionally – lingering long in the memory as he tries to unravel how and why he might have misread a wine. Inevitably, Kelley is having to take a step back from reviewing to allow him to steer the ship. He’s expanding the team and plans to keep writing about Burgundy for now, but is keen to avoid “sitting on” any particular region (“I want to actually try to create new voices,” he says). When we talk, he hasn’t even hit six months in his role as Editor-in-Chief, and there is clearly more he wants to tackle, bringing further nuance to the way the Wine Advocate rates and reports on wines and producers. Wine writing was never the goal, however, and as he approaches a decade in his accidental career, his feet are getting itchy. He’s juggling his small project in the US (Beau Rivage) and his Burgundy label (largely négociant with two tiny parcels of his own, Beaune Premier Cru Les Chouacheaux and Côte de Beaune) alongside the job – and that’s where he wants to be. Once he’s finished his work reforming the Wine Advocate, he’ll be found among the vines in Burgundy. Wine is – and always will be – his life. “If it’s not an obsession, you’re not doing it right,” he says. It is this almost manic focus – a combination of true passion and intellectual curiosity – that is likely to define his work, both at the Wine Advocate and beyond.  Explore more Editorial

Earlier this year, William Kelley was named Editor-in-Chief of the Wine Advocate, taking over from his colleague Joe Czerwinski. We sat down with him to find out more about how he stumbled into writing, the role of critics today and why – for him – wine is much more than just a job    

The Wine Advocate’s new Editor-in-Chief, William Kelley, on stumbling into wine writing, the role of critics and why wine is much more than a job

Talking to the Wine Advocate’s William Kelley

Advocating for change: William Kelley

It’s only April and he’s already traversed the globe hosting tastings, completed a harvest in Australia and now Egon Müller IV is finally home. His 18-year-old daughter is also back home in Wiltingen, unexpectedly: her A-level exams have been cancelled due to the Coronavirus pandemic and she has returned from her studies in London. It's uncertain times but the proximity to the border with France and Luxembourg has been a source of uncertainty for centuries. In fact, if it were not for the French army invading the region soon after the Revolution and taking the Left Bank of the Rhine river, the family estate would not have existed.  His great-great-great grandfather, Jean-Jacques Koch was a monk at a local monastery before the French came through in 1794, seized the church's property and auctioned it off. As a result, Koch bought his piece of the Scharzhof estate, met a woman, had seven children, whom he had to divide his land between thanks to Napoleon's law of inheritance, and the scene was set.  Whether the Scharzhofberg (Scharzhof hill) was considered as special as it is now when Koch made the acquisition is pure speculation. It was –and remains –an unusual site, as it has long been dedicated to vines whereas similar-sized properties were home to other crops and woods. Long ago, it was clear that the wines from the steep slate-rich soils of this high spot in the Saar were out of the ordinary, winning acclaim at international fairs including the 1900 Paris Exhibition and as far afield as St. Louis, USA.  However, the 20th century brought its troubles to the Müller's tranquil spot a few miles from the confluence of the Saar and Mosel rivers. Müller's father, Egon III, was born in 1919 and drafted into the German army for the duration of World War II, fighting as close to home as France and as far afield as Russia. His wife and her sister did their best to take care of the vineyard while he was away but when he returned for the 1945 vintage, they were able to make only 1200 litres of wine. "The weather was fantastic but there had been years of neglect: there were no workers, you couldn't buy sprays nor fertiliser,” says Müller IV.  Despite the challenges they faced, the family business was already 150 years into its existence and while all businesses face global uncertainty today, Müller says, "In terms of family businesses that have been going for many generations, we have a better chance than if you look at what's in your bank account.  In agriculture, you have to think about the long term."It's just as well the family has been so stoic in the face of adversity or the world would not have the thrill of its sweet, pure Riesling, whose sweetest wines leave even the most exacting of wine critics weak at the knees.  Neal Martin of Vinous described an unexpected encounter with the 1975 Scharzhofberger TBA: “Though the bottle is still on the other side of the room on its way to the dining table, I instantly register that it is a) exceedingly rare and extraordinarily expensive and b) already open for serving. The thought that goes through my head is: “Is that really what I think it is?” I was. The result. “It might well be the greatest Riesling that I have ever consumed.” Focusing on making tiny yields of botrytised wine on a steep slope was far removed from the main route Germany took in the last decades of the 20th century. The 1971 wine law classified quality on the basis of the sugar content of grapes rather than origin–and quality. "That law was probably the origin of German wine's misery," says Müller.  "The idea of terroir was disregarded...but now people are trying to bring back the [concept of] terroir -that's what the VDP classification is all about." A new generation of drinkers with no knowledge of Germany's wine law cock ups nor the 1985 glycol scandal gives Müller hope for the country's future and his one and only grape: Riesling. "When I took over the winery nobody wanted to drink it. It's becoming much better. That said, I still think Riesling is not like Chardonnay-something that everybody wants to drink – I don't see people going to a restaurant and saying 'I want a bottle of Riesling.'" The world's wine drinkers are hardly clamouring to fill their cellars with sweet wines either but this is a niche that Müller has nailed."The style of wine we make here is really unique and it’s quite impossible to make it anywhere else. When you have something so unique, you have to stick with it." However, Müller's wine has something over and beyond his fellow sweet wine producers.  "There are differences –there is nobody who is running the yields as low as we do. It’s not only because of old vines...you have a lot of small things that add up. The proof is in the glass: from QbA and Kabinett all the way up the fruit-sweetness scale Trockenbeerenauslese, the slatey Scharzhofberg offers a fine framework to carry any sweetness while the heavier soils of the four-hectare Braune Kupp vineyard, just north of the village, of Wiltingen makes a weightier, succulent style of Rieslings. "Inevitably there are better vintages than others but what makes a perfect season for him? “I have two kinds of perfect years: one is a classic no botrytis year like 2015 when everything is ripe and that’s very classic. But I also have the years when there’s botrytis like 2005 and 2010 and I’d say that the greatest wines come from those years.  When I was young there was always discussions between the proponents of 1971 vs 1972: ‘71 is non-botrytis, straight vintage, ‘72 is full-on botrytis. Ultimately it’s a personal preference.”When it comes to the more recent 2017 and 2018 vintages they too have their distinct personalities with the frost-bitten 2017 firm and austere; the warmth of the 2018 season shows through in its charm. The burning questions is how to get your hands on these gold-dust-like sweet wines? It’s an unusual route to market: a wine auction takes place in the city of Trier on the third weekend of September and individuals must register with an approved broker to bid for an allocation from the offered cask.  There are tiny quantities of his TBA available, sometimes the production volume is double digits of litres. However, Müller notes that global warming is increasing the quantity of botrytised wine: “We have had more success with these wines so we are producing slightly larger quantities and we are increasingly able to sell through ‘regular’ channels. ”The rarity value and the deserved aura that surrounds his wines means there will always be strong demand in the secondary market, which inevitably leads to articles about Müller’s Scharzhofberg TBA being the world’s most expensive Riesling. Greatness has never come cheap." Browse more Editorial 

Hailed as one of the world's finest Riesling producers with prices to match, the Müller family has never been afraid of a challenge from their first days as a vineyard owner under French occupation, through two World Wars and a wine system that awarded quantity over quality.

Egon Müller IV discusses family, the state of German wine and Riesling.

Egon Muller on Riesling wines

Egon Muller: The travails of Riesling royalty

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