Robin Goldstein
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Appearances Over Time
Podcast Appearances
The New York Times covered it.
The Los Angeles Times, CBS, the blogosphere lit up.
Story traveled around the world in hours.
Wine Spectator responded.
They called Goldstein's stunt a publicity-seeking scam and an elaborate hoax.
They noted it was the first time in the program's 27-year history that a fictitious restaurant had entered.
They pointed out that the award of excellence is the most basic of their three award levels, and that they simply couldn't be expected to investigate every application.
What they didn't say, but Goldstein made sure everyone heard, was this.
When one spectator called the fake restaurant's voicemail to deliver the good news, they also asked whether the restaurant might be interested in purchasing an advertisement in the upcoming issue.
Robin Goldstein drew his own conclusion from that call.
He said the whole awards program was, in his words, really just an advertising scheme.
He wasn't entirely wrong to wonder.
The program earns the magazine over a million dollars a year in application fees alone.
More than two-thirds of restaurants that apply receive an award.
The front label said, Wine Spectator Awards of Excellence.
A mark of distinction.
a signal of quality.
The back label said $250, a voicemail, a fake menu, and a line list full of the worst bottles we've ever reviewed.