Wine critic Robert M. Parker Jr. to launch a lifestyle magazine for the mega-rich

When I saw the first tweet about this, I truly thought it was a hoax. But no, it seems wine critic Robert M. Parker Jr. is launching a lifestyle magazine. Wine-searcher.com has the story and describes the mag as aimed at “high net-worth individuals and corporate leaders.”

In other words, Robb Report territory.

And what will his new magazine be called? It’s not hard to guess: “100 Points by Robert Parker.”

Oh, no.

Oh, yes.

John Stimpfig reports that The Wine Advocate has signed a deal with publishers Hubert Burda Media to publish the new international lifestyle magazine quarterly. It launches June 6 in London when Parker will appear at a consumer tasting at the wine merchant Hedonism Wines.

Burda’s Laura Lim told Wine-Searcher that the new publication will venture beyond wine with articles and reviews of other “lifestyle products, services and experiences.” Does that mean reviews of spas and hotels? Private planes? Custom yachts? Watches? Anything the extremely wealthy will spend their money on? We’ll have to wait until June to find out.

Though the magazine will cover wine, it will not critique or evaluate wines. That remains the purview of Parker’s popular publication, the Wine Advocate, by subscription only and still going strong after 36 years. In 2012, Parker sold a major stake in Wine Advocate to Singapore investors and stepped down as editor in chief. Singapore-based Master of Wine Lisa Perrotti-Brown now holds that position.

As yet, the editor for 100 Points by Robert Parker has not been announced. The publisher would only say that the Wine Advocate’s team, including Parker, would contribute on an ad hoc basis.

This is where a genuine passion for wine leads after thirty-plus years--to advising the mega-rich on their lifestyle?

I can’t help but feel saddened by the news.

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Twitter: @sirenevirbila