© Bob McClenahan/Napa Valley Vintners

Robert Parker is broadening his outlook with a new magazine.

Not content with ruling the wine world, Robert Parker is branching out into the wider luxury leisure sector, with a new magazine aimed at the jet-set.

The Wine Advocate (TWA) publication has signed a deal with publishers Hubert Burda Media to publish the new international lifestyle magazine for "high net-worth individuals and corporate leaders", which will be called 100 Points by Robert Parker.

It appears that the new quarterly’s remit will go well beyond wine into articles and reviews of other "lifestyle products, services and experiences". It will, of course, cover wine but "will not comment on, critique or evaluate wines", Burda's Laura Lim told Wine-Searcher. And unlike Wine Advocate it will also accept advertising from non-wine related international brands.

The Wine Advocate itself will continue unchanged. "The shape and form of TWA will remain an independent vehicle, providing detailed consumer advice, unbiased reports and tasting notes," Lim said.

The magazine launch has been pushed back to June when it will be unveiled in London at a series of promotional events hosted by Parker, his first visit to London in nearly a quarter of a century.

So far, only one of these events has been officially announced: on June 6, Parker will appear at a consumer tasting at Hedonism Wines.

To date, no one has been appointed as the magazine’s editor, but an announcement is to be made shortly.

Burda was also tight-lipped as to who would write for the publication saying that it would be an international team of writers and contributors. When asked whether that would include Robert Parker and other Wine Advocate writers, Lim replied that The Wine Advocate team "would contribute on an ad hoc basis. Generally, the writers and photographers will be selected by Burda as the magazine’s publisher."

This is not the first time that the two companies have worked together since Singaporean investors took a stake in The Wine Advocate. They have already co-operated on a number of custom-publishing projects and events in China.

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