Another new beverage magazine has been introduced and this new one has something of the flare that Wine X exuded. Mutineer Magazine is produced out of Southern California and looks to appeal to a younger drinker with more on their mind that terroir and mailing lists. Like the now retired Wine X, MM strikes a rebel pose and is looking to unmask wine and other adult beverages.
MM comes with a pretty substantial on-line presence to augment the bi-monthly publication schedule. A blog that is very nicely written and interesting inhabits their website along with teasers of what's in the magazine, profiles of their staff and a discussion forum.
"By taking our content and putting in into the context of a relatable
ideas, the Mutineer Magazine will revolutionize the way wine and other
libations are presented to young adults and readers in general. The
beverage content is presented within the context of other subjects more
familiar to the mainstream including music, film, fashion, and modern
popular culture."
This was the approach taken by Wine X Magazine, a publication I believe had substantial impact on the wine industry—though not so much on the wine drinker. MM will start distributing to youngsters on the west coast for a cost of $10 per year and spread out from there. Let's hope they spread far and wide.
