Frequently Asked Questions
The Podcast Opportunity
What is a podcast?
Podcasts are the modern version of the radio; available on demand and wherever listeners are. They are typically accessed via mobile phone and can be played while multitasking, such as when driving, cooking, exercising or traveling.

The most popular platforms to discover and listen to podcasts are Spotify and Apple Podcasts.

Who listens to podcasts?
In the UK, 21% of people listened to a podcast in the last month. Under 35s consume half of all podcasts, despite making up around a third of the total adult population.

In the US, 37% of people listened to a podcast in the last month and 24% listened in the last week.

Why are they so popular?
There’s been an explosion in podcast listening in recent years, especially in United Kingdom, United States, and Western Europe. The core appeal of podcasts is ease of use and the efficiency gained by using time that would otherwise be wasted.

Podcasts let younger audiences listen in on authentic conversations and offer the control and choice offered by popular streaming platforms such as Netflix and Youtube.

How are they different from other channels?
Listeners receive episodes instantly on their preferred device and numbers can be tracked by location

Episodes can go into depth and last upwards of 60 minutes, thereby packing in much more content

Podcasting is an intimate channel and listeners create an attachment with guests and their message

Can be recorded, edited and broadcast quickly and aren’t bound by an editorial deadline

Infinitely scalable and can be shared hundreds of times without an additional time or product cost

Recordings can be repurposed for offline training and presentations, and as content for social media, tasting notes or sales presentations

Working Together
What does the process look like?
Interpreting Wine uses an established three-step process to maximise your return on investment: PREPARE, PRODUCE, PROMOTE

Best practice, live support and materials underpin the process to make sure you get it right first time.

During PREPARE you structure the story you want to tell on the podcast. Lawrence has a chemistry call with your chosen representative and prepare them for the interview.

PRODUCE sees Lawrence conducting and editing the full series. Giving you a private advance listening and the chance to give feedback before broadcast. Additionally editing three pieces of microcontent per episode to drive further listens.

PROMOTE is best practice for increasing episode engagement. Recommending how to share the episode and microcontent on social media, website and in person.

The service includes three monthly live Q&A calls and performance reporting

What types of episode can we produce?
Here is a brief overview of four styles of podcast produced for regions and brands in 2022.

WASHINGTON STATE WINE COMMISSION produced a two part series to support
their 2022 international event programme.
In Part 1, President Steve Warner updated the trade on the current state of Washington Wine. Part 2 featured an audio digest of their Grand Tasting held in London, featuring Masterclasses and interviews with local trade and Washington producers.

WINE OF BRITISH COLUMBIA recorded a two part series at 2022 Taste Canada trade tasting featuring interviews with ten winemakers from the Okanagan Valley; greatly expanding the impact of the live event.
The format featured producers in a relaxed format that transported listeners to the region and each estate.

HANDPICKED WINES, a boutique Australian wine producer based in Mornington
Peninsula, timed their episode to increase the impact of showing their wines at the 2022 London Wine Fair.
Attendees tasted the wines having already heard the story and the content gave Handpicked a second chance to engage those professionals who couldn’t attend or didn’t taste.

ESK VALLEY recorded an episode for the latest release of their icon wine Heipipi The Terrace, where winemaker Gordon Russell shared his story, winemaking philosophy and what went into making the wine.
It also delivered technical information in an easy to use format, which was shared with sales teams internationally, ensuring clear communication right across the world.

How quickly can you produce a podcast?
A series can be planned, recorded and broadcast in as little as a week
We prefer video. Can we still use podcast?
Absolutely. Podcast, visual and written material form a web of content that connect with your audience at any time
What makes a good podcast episode?
Following my best practice preparation process and featuring knowledgeable and engaging guests.
Does it matter if the guest is not a native speaker?
Not at all. The most important thing is enthusiasm and knowledge. Regional guests tend to be more authentic and trustworthy.
How long should an episode be?
About an hour, allowing you to really go in depth.
We’re a wine region, how do we ensure coverage is inclusive?
Multiple wine communicators can be used to give a deeper understanding of the region or a single communicator can talk about multiple regions.
When is the best time to produce a podcast series around a live event, a tasting, masterclass or press trip?
It depends on your timing and objectives.
In advance – helps move attendees towards doing business.
Recording on the day – captures the excitement and enthusiasm
Afterwards – means your ambassadors will have the deepest possible understanding
Can we hear from any of your past clients?
See below for short testimonial videos from recent clients