Osteria L’Intrepido, a restaurant in Milan, Italy, was recently awarded Wine Spectator's Award of Excellence for its wine list. Problem is, Osteria L'Intrepido doesn't exist. It was a hoax restaurant created by Robin Goldstein (author of The Wine Trials
) which he created to test the validity of Wine Spectator's award program.
Goldstein's description of the hoax can be read here
. Wine Spectator's response is here
If you don't know much about Wine Spectator's award program (as I didn't) this article
in the NY Times provides some good background. Basically, the awards have long been recognized as a bit of a joke within the restaurant industry. Almost everyone who sends in the $250 application fee along with a copy of their menu and wine list gets the award. It's the restaurant equivalent of getting a Brillante Weblog Premio Award
However, most restaurant goers don't know that. (I didn't.) And they're likely to be impressed by seeing a Wine Spectator Award of Excellence plaque hanging on the wall. That's the whole idea. It's a marketing scheme masquerading as an award program.
For Wine Spectator and their awardees it was a cozy little arrangement. I'm sure they never figured that someone would pay the $250 application fee just to poop on the party. (Thanks to Joe Littrell and Cranky Media Guy)