• Los Angeles Times, Monday, August 25, 2008 10:45 AM

Many publications can consider this a cautionary tale. Wine Spectator magazine gave an award to a Milan restaurant that doesn't exist, falling for a hoax by a wine insider who questions the authenticity of such award programs.

Author Robin Goldstein invented Osteria L'Intrepido restaurant, created a bogus Web site, menu and wine list and submitted them to the magazine's annual award program. It was one of the thousands of restaurants that won.

Tom Pirko, a beverage industry consultant, says the hoax would certainly dent the magazine's credibility. "This gives the appearance of paying for advertising disguised as a contest," he says. Winning restaurants typically use the award as a form of marketing and advertising.

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