It is perfectly possible to write about wine, and to attract and entertain an audience, without having such an engagement with the industry. Take the analogy of travel writing - some bloggers will concern themselves with the mechanics of arrangements and facilities, while others will write about the destination.

Our own blog is in the latter category. Wine is surrounded with social, financial and lifestyle issues, which have little to do with the industry, but a great deal to do with consumption and enjoyment. That is our niche, and we seem to be having some small degree of success within it. We are Finalists in the New Wine Blog category of this year's Wine Blog Awards. But we will never "matter".

The approach you focus upon is only one. Whether the subject is wine, travel, fashion or food, there are many ways of writing, only some of which are intended to have such heavyweight significance. For some of us, good entertaining writing is an end in itself, and our growing audience suggests that is not an isolated view.