“I’m on a mission to put irrestible long-form audio interviews in the ears of the global wine trade.”
Interpreting Wine grew out of the question
“What would you do every day if money were no object?”
My answer at the the time was to travel around Spain interviewing wine-makers, sharing their stories in English.
I’d only been broadcasting a short time before I realised that the real value-add was to help wineries, regions and countries tell their story to sommeliers, buyers, journalists and the wider wine trade.
Fast forward three years, 430 episodes, countless newspaper articles, speaking appearances and more than 300,000 listens in 150 countries and it’s fair to say I understand how to communicate with the wine trade using podcasts better than anyone out there.
Each episode is listened to on average for more than 240 hours. That’s 10 straight days!
The contact time offered by an appearance on Interpreting Wine far exceeds that of most other media channels and is comparable with a Masterclass or Trade Tasting.
But don’t just take my word for it!
AS FEATURED IN
What are they saying?
“The week after the podcasts were launched every class I walked into there was somebody who wanted to discuss them and we have had direct bookings from the podcasts themselves. Our experience was quick, efficient and purposeful. We plan to do many more podcasts in the future.”
Jim Gore, Global Wine Academy
“Lawrence made the whole process really straightforward and during the (remote) recording sessions he managed to tease great stories out of the guests. We’ve had great feedback and listener figures too which has made the whole process feel very worthwhile.”
Rebecca Fraser, Louis Latour Agencies
“This series allows people who were not able to attend our tasting the opportunity to hear directly from the winemakers and learn from the regional masterclasses. We hope it brings a flavour of New Zealand to them.”
Chris Stroud, New Zealand Winegrowers
“A great listen for all WSET diploma students on exam technique and tasting around Rosé wine.
These Interpreting Wine Podcasts are enjoyable and educational.”
Kirsten Macleod, WSET Diploma Student
Click on each logo to learn more.
The two episodes were aimed at the UK and US wine trade and featuredSeresin Estate winemaker Tamra Kelly-Washington tasting through a selected range of wines, followed by a biodynamics discussion between the Seresin Estate team, invited sommeliers and UK importer Enotria & Coe.
Feedback was quickly received from one of London’s top sommeliers: “They were both so well done and fascinating to listen to, will make sure I share it on to my teams”
Lawrence collaborated with New Zealand Winegrowers to provide in-depth coverage of their annual tasting in London. The series featured four winemaker interviews and three masterclasses on major growing regions.
Chris Stroud, Europe Marketing Manager at New Zealand Winegrowers commented: “This series allows people who were not able to attend our tasting the opportunity to hear directly from the winemakers and learn from the regional masterclasses. We hope it brings a flavour of New Zealand to them.”
Lawrence worked with London based wine importer Davy’s to embed producer tasting notes into the sales page of their online shop.
Ben Grosvenor, Head of Private and Retail Sales: “Our retail web pages have been given a big boost by the creation of audio tasting notes and producer profiles, which allow our customers to hear first hand how the wine in their glass is made and enables them to pit their tasting notes against those of the wine-maker.”
Lawrence worked with Oregon’s Willamette Valley Wineries Association (WVWA) to produce an original series covering the region in never before seen depth.
Morgen McLaughlin, Executive Director of the WVWA: “(Lawrence’s) thoughtful approach to his interviews has allowed for some very special content that we’ll enjoy for years to come.”
Sam and Charlotte Brown opened Vino Vero, a specialist wine shop and bar in Leigh-on-Sea, Essex and within five years won Drinks Retailing News Independent Wine Retailer of the Year.
The episodes first tell the story behind the business and then introduce three wines that represent their philosophy.
Charlotte explains: “We’ve talked about Vino Vero a lot in print, but never on a podcast. The feedback has been brilliant.”
Former principal of the WSET London School, Jim Gore Dip WSET established the Global Wine Academy to help motivated students achieve their best possible results through tasting Masterclasses.
Jim reflects: ‘The week after the podcasts were launched every class I walked into there was somebody who wanted to discuss them and we have had direct bookings from the podcasts themselves. Our experience was quick, efficient and purposeful. We plan to do many more podcasts in the future.’