In the same month as Decanter Magazine launched it’s electronic version for the iPhone new wine magazine ‘By The Bottle’ launched its first issue exclusively for the iPad. Revolutionary by wine trade standards By The Bottle is entirely electronic and it’s free. Billed as an innovative lifestyle magazine for wine lovers it ‘offers a blend of articles that range from being fun and lighthearted to serious and provocative.’ If Decanter is your wine enthused Uncle then By The Bottle is your floppy haired, posh, younger cousin.
Unlike any wine title gone before, to the untrained eye By The Bottle could be mistaken for a copy of men’s mag GQ: it’s a little bit sexy with an undertone of Top Gear meets Lock, Stock & Two Smoking Barrels. As an exclusively electronic magazine it punches above its weight in terms of artistic and technical impact with enough pop-ups and push-me buttons to keep even the most disengaged wine drinkers turning the page. ………

As the bunting comes down post-Jubilee I’m left with the same feeling of sadness and deflation I had two days after my wedding. The build up to the event, the outfits, the planning, the decorations now all gone and normality has replaced what was once excitement and anticipation.






