A new study by researchers at Cambridge University has offered fresh insights into the evolving world of wine criticism, revealing how the popular wine app Vivino is more in tune with expert opinion than many might expect. Published in the Journal of Wine Economics, the research not only highlights the credibility of crowdsourced wine reviews but also provides valuable data on how climate change is impacting wine quality—particularly in Bordeaux.

The study focuses on the convergence of professional and amateur wine ratings, drawing on Bordeaux vintages from 2004 to 2016. Its results suggest that, while expert critics still hold an edge in consistency and depth, Vivino’s user ratings are far from arbitrary. In fact, they align closely with professional reviews, especially for wines designed for near-term consumption.

Crowdsourcing credibility: how Vivino stacks up

Historically, the wine world has relied on a small group of elite voices—such as Robert Parker and Jancis Robinson MW—to guide purchasing decisions. Their influence shaped not only consumer choices but also global wine pricing and prestige. Vivino, the world’s most downloaded wine app, represents a decentralised shift in how wine is evaluated, aggregating millions of amateur reviews from around the globe.

The Cambridge researchers examined how Vivino’s average ratings compared with those of renowned wine critics, focusing on names like Jeff Leve and The Wine Advocate. They found a 40% average correlation between Vivino scores and those of professionals—a figure that may surprise those who see amateur reviews as lacking sophistication. Notably, Vivino ratings aligned most closely with Jeff Leve’s (48%) and least with Decanter magazine (16%).

While professional critics showed stronger agreement among themselves, averaging a 63% correlation, the fact that Vivino came even halfway demonstrates the platform’s value as a consumer tool. It suggests that, despite varied palates and preferences, users tend to agree on quality wines—particularly those designed for enjoyment rather than ageing.

Weather, wine, and warming

Beyond comparing scores, the study delved into how climate and weather patterns affect wine ratings. Drawing on the framework of economist Orley Ashenfelter’s famed “Bordeaux equation,” which linked vintage quality to seasonal weather data, the team analysed how factors like rainfall and temperature impacted both Vivino and professional scores.

Their findings echoed conventional wisdom: warm growing seasons and moderate preseason rainfall positively influenced wine quality. However, high rainfall in August and unusually hot Septembers had the opposite effect. These weather extremes, increasingly common due to climate change, are becoming a pressing concern for Bordeaux producers.

Since the 1950s, average September temperatures in Bordeaux have risen by 1.6°C. While a certain degree of warmth can enhance ripening and flavour concentration, the study indicates that further temperature increases may already be having negative consequences on grape quality and vintage consistency.

What this means for drinkers and producers

The implications of the Cambridge study are far-reaching. For everyday wine lovers, it confirms that Vivino is more than just a social app—it’s a reliable guide for finding wines that deliver quality and pleasure, especially when selecting bottles for immediate consumption. The crowd, it seems, often gets it right.

For collectors, investors, and serious oenophiles, professional critics still offer deeper analysis, nuanced tasting notes, and insights into a wine’s ageing potential. But Vivino may serve as a useful complement, particularly when looking for hidden gems or gauging broader consumer sentiment.

Producers, too, can take note. As global warming continues to reshape growing conditions, understanding how climate influences both expert and amateur perception is crucial. Aligning vineyard practices with shifting climate realities—and evolving consumer preferences—will be key to maintaining quality and market presence in the years to come.

Looking ahead: blending voices in wine appreciation

The Cambridge study underscores an important transition in wine culture: a move towards greater inclusivity and transparency. The rise of platforms like Vivino doesn’t threaten the authority of professional critics—it adds another valuable layer of insight. With millions of consumers contributing to the conversation, wine evaluation is no longer confined to a select few.

As amateur and expert voices converge, a more democratic—and data-driven—era of wine appreciation is unfolding. Whether you’re shopping for a Tuesday night red or considering a cellar investment, it’s clear that both the critic and the crowd have something to say—and now, the evidence shows they’re often saying the same thing.