About Us

Interpreting Wine is arguably the world’s premier drinks trade podcast. Engaging the global wine trade in the stories behind producers and regions since 2017.

The loyal, engaged listener base is 70% professional, including sommeliers, sales teams, importers and drinks writers.

The U.S. and the U.K. account for 75% of listeners, followed by Ireland, Australia and Canada.

Previous guests include winemakers, Masters of Wine, international sommeliers, educators and key importers.

In the United States, 80 million people listen to podcasts every week*

*Edison Research 2021

In the United Kingdom,
16.3 million people listen to podcasts every week**

** Statista 2020

In the past, individual wine brands were powerless to influence the communication gap that exists between themselves and the wine trade.

The barriers to entry for getting in front of their ideal customer were just too high.
With the right help and support wine brands are uniquely placed to impactfully communicate the unique value of their wines or services.
Actively communicating your complete story using podcasts engages your ideal customers like no other channel can.

92% of people who listen to podcasts listen alone.

34% don’t do anything else while listening.

Source: Rajar Midas 2020

Lawrence is the Founder and Host of Interpreting Wine podcast and helps wine brands connect with their dream customers more effectively and efficiently using audio.

He’s generated 10,000s hours of wine trade engagement for global wine brands including Austrian Wine, Jerez, New Zealand Winegrowers, Washington State and Willamette Valley.
Lawrence was recognised in Born Digital Wine Awards 2020 and spoke about the power of audio to reach the wine trade at Wine2Wine Conference in 2019, 2020 and 2021.
He has been featured in specialist wine trade publications and mainstream media including The Guardian, The Buyer, Drinks Business, The Financial Times and The Rochester Business Journal.

61% of our audience listen to the entire episode.

The average listen duration per visit is 22.5 minutes.

Source: Listen data

Join an upcoming FREE group webinar live on ZOOM

We’ll cover

· What to say to increase audience engagement by 400%
· How to say it to engage more of the right customers
· When to say it, to increase the reach of your live events
· Discussion and live feedback on what’s working for you