By The Bottle – Fresh, free and interactive


I don’t normally use this space to promote any specific product or company other than the wines I think are either good or bad, but today I’m going do a little bit of cheerleading.

This week we launched the new interactive magazine By The Bottle on the iPad. By we I mean me, Vim from 12×75 and everyone who contributed to the magazine, ranging from our great designer, those who wrote articles for us, gave us advice and feedback, attended one of the #7WordWineReview dinners or simply supported us on Twitter.

Some of you might wonder what this is all about. In a recent post on the Talking New Media blog, Douglas Hebbard reviewed the magazine and described it as being a bit of a mystery.

That is understandable. Anyone who searches for the magazine online will find we don’t have a dedicated website at the moment. That is still in the works. But those who follow me and Vim (@12×75) on Twitter will know this is no mystery.

Hebbard also pointed out that I made a rather embarrassing spelling mistake that made my heart sink – sadly, typos happen.

By The Bottle is a completely independent magazine written by wine lovers for wine lovers. I come from a pure journalism background, but our writers come from all walks of life and professions. Yet we all share one interest: wine.


We have advertisements in the magazine for the simple fact we’re giving it away free and it has to pay for itself. We hope more advertisers will come on board once they see what we’re offering and the audience we reach.

Ultimately, our objective was to create something that was unique in the wine market.

We knew we couldn’t replicate the Decanters and Wine Spectators of the world. They are specialist at wine news and reviews, so beating them at their game would have been extremely difficult. And we didn’t want to do that anyway.

Instead, we felt there was something missing in the wine magazine market. We wanted to produce something that was fun, informative, diverse and eye-catching. Our writers are not all experts in wine, but they all have an interest in it.

We wanted to write about everything related to wine, but we also had a desire to make the topic as accessible as possible, so the articles are often lighthearted and easy to read. In addition, we felt it was important to look beyond wine, which is why we have articles about fashion, food, leisure and anything else our readers might appreciate.


That’s why our first edition includes a how-to article on poker, a recipe for muffins and an article dedicated to power suits.

But we never forgot to have fun, either. Rather than review cars in the usual fashion, our writer, Steph Knipe, imagined the best three cars for driving to France to buy wine. She wouldn’t have concluded the Mini was the best car if humour and fun were not front of mind when she wrote it.

Our aim is to publish many more issues of By The Bottle in the future and make it available across all devices, not just the iPad, as soon as possible. So if you don’t have an iPad but some other device instead, rest assured you’ll be able to read our magazine soon. Remember, it’s completely free.

I’ll make sure to keep the typos to a minimum next time.

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