“Some people write about wine. Others change its destiny. Marvin Shanken did both.” Jean-Charles Boisset

Some people spend their lives writing about wine. Others go further, transforming the way the world understands, discovers and enjoys it. Marvin R. Shanken was one of those rare individuals.

On October 29, 2026, Marvin R. Shanken, founder of M. Shanken Communications and the visionary publisher who transformed Wine Spectator into one of the world’s most influential wine publications, passed away at the age of 83. His legacy extends far beyond the pages of a magazine. It lives on in the way the wine industry communicates with consumers, engages with professionals and inspires generations of wine enthusiasts around the world.

A Glass of Pétrus and a Turning Point

Born on October 4, 1943, in New Haven, Connecticut, Marvin Shanken did not begin his career in journalism or wine. He graduated with a degree in business from the University of Miami, later earned an MBA from American University and worked in investment banking on Wall Street.

His journey into the wine world began in 1970, when he was sent to California to assist with an investment involving a vineyard. As he explored the wine business, he noticed a significant gap: there was a lack of reliable, well-organized information about the industry.

Yet perhaps the moment that truly awakened his passion for wine came during a dinner at La Crémaillère, a French restaurant in Westchester County, New York. Invited to choose any bottle from the wine list, he selected a 1961 Pétrus – a name he had heard of but had never had the opportunity to taste.

The experience left a lasting impression. Shanken later recalled that, as he tasted the wine, “the bells went off.” Something had been awakened within him. He fell in love with wine and wanted to learn everything he could about it.

From finance, Shanken gradually turned towards publishing. In 1972, with a $5,000 loan from his sister Elaine, he acquired Impact, a small newsletter covering the alcoholic beverage industry. It was a bold move. He had virtually no experience in publishing, but his curiosity, independent thinking and determination to deliver valuable information laid the foundation for what would become an extraordinary career.

From a Small Newspaper to a Voice for Wine Lovers

In 1979, Shanken acquired The Wine Spectator, which at the time was a free tabloid distributed through wine shops. Founded by Bob Morrisey in San Diego in 1976, the publication was struggling financially. Shanken had not initially intended to buy it, but eventually decided to take it over rather than see it disappear.

When he became its publisher, Wine Spectator had a circulation of only around 5,000 copies. Shanken, however, saw a much greater potential. His ambition was to transform it from a modest newspaper into a full-color magazine that could bring wine knowledge to a much wider American audience.

He understood that such a transformation would require time, investment and patience. Rather than rushing the process, he focused on growing revenue, expanding the team and improving the publication year after year.

As he once explained:

“You have to crawl before you walk, walk before you run.”

In 1985, Wine Spectator introduced its 100-point wine rating system, giving American consumers a more accessible way to explore and evaluate wines. The system would go on to become one of the most influential tools in wine criticism and communication, shaping how wines were reviewed, discussed and perceived in the marketplace.

From a small newspaper, Wine Spectator evolved into an internationally recognized media brand and a trusted reference for millions of wine enthusiasts.

But what made Shanken remarkable was not simply the scale of the business he built. It was the philosophy behind it.

“We’re Not in the Publishing Business, We’re in the Education Business”

In a 2020 interview, when asked whether people saw him primarily as a businessman or an entrepreneur, Shanken offered a revealing answer:

“People think of me as a businessman or an entrepreneur, I’m really an editor.”

He saw himself first and foremost as an editor. He remained deeply involved in the editorial process, working closely with his team on cover stories, content direction, storytelling, photography and the overall quality of each issue.

For Shanken, leadership was not simply about running a successful company. It was also about protecting the integrity and value of the information delivered to readers.

One of his most memorable statements captured this philosophy perfectly:

“We’re not in the publishing business, we’re in the education business.”

This was more than a business motto. It defined the mission of Wine Spectator: to help readers understand wine – its regions, producers, vintages, styles and the stories behind every bottle.

Shanken believed that readers deserved accurate, independent and meaningful information. In an industry where wine knowledge can sometimes feel intimidating to newcomers, he wanted to make wine more approachable without compromising editorial standards.

He firmly believed that the primary mission of his magazines was to educate and serve their readers.

Beyond Wine: A Vision That Reached Further

Shanken’s entrepreneurial spirit extended well beyond Wine Spectator.

In 1992, he launched Cigar Aficionado, a magazine dedicated to premium handmade cigars. The idea was initially met with skepticism, including from members of his own team, who questioned whether such a publication could succeed.

Yet the magazine quickly established its influence, helping position premium cigars as part of a broader culture of craftsmanship, appreciation and luxury lifestyle.

Within fewer than five years of its launch, imports of premium handmade cigars into the United States had quadrupled, rising from approximately 100 million to more than 400 million cigars.

He continued to expand his publishing portfolio with titles and brands including Market Watch, Shanken News Daily and Whisky Advocate, extending his influence across wine, spirits, beer and the hospitality industry.

Beyond publishing, Shanken was equally committed to giving back. In 1983, he established the Wine Spectator Scholarship Foundation to support scholarships and educational programs for people pursuing careers in wine and hospitality. Through initiatives including The Wine Experience, the foundation has raised more than $40 million for education.

A Legacy Beyond the Pages

Over more than five decades, Marvin Shanken demonstrated that a specialist publication could do far more than deliver information. It could open doors to knowledge, build communities and help shape an entire industry.

His legacy lies not only in recognizing the potential of Wine Spectator when it was still a small newspaper, or in his willingness to take risks in industries others were reluctant to enter. It also lies in his enduring belief that readers are curious, eager to learn and deserve to be served with integrity.

Perhaps one of his most meaningful statements offers the simplest way to understand his philosophy:

“As long as my reader wants to learn, we’re there to serve.”

Marvin Shanken may be gone, but that spirit continues to live on through stories about wine regions, producers, bottles and the people behind them.

Because ultimately, the greatest value of wine media is not simply telling us how a wine tastes. It is helping us understand why it was made, what it represents and what stories are waiting to be discovered.

And perhaps that is the most enduring legacy Marvin Shanken leaves to the world of wine.

Source: Wine Spectator