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

The 2024 “Wine Event Optimisation” Fast Track Service

Why did you develop this service?

The biggest opportunity right now in wine is using audio to connect wineries and regions more deeply with the international wine trade. This service is designed to be used alongside in-person channels such as trade tastings, in-region wine events or press trips. Those channels have become more expensive and less effective over time as more regions compete for limited audience attention.

The benefit of using audio and podcasts alongside events is that done right, they provide a huge canvas for guests to tell their story. Indeed I’ve produced episodes lasting over an hour (for example with producers from Washington State) without a noticeable drop-off in listener engagement.

What are the outcomes of the service?

The Three Stages of the service follow the Event-Optimisation Journey. A step-by-step process to maximise the return on investment of your wine event.

Stage 1: Pre-event Warm Up
Stage 2: Multi-Channel Information
Stage 3: Scheduled Follow-Up

What’s the 1st Stage?

Stage 1: before events focuses on generating anticipation for the event.

Interpreting Wine will produce a long-format podcast interview with the event organisers. This increases pre-event sign-ups​ or ticket purchases and raises attendance levels.

Recent examples featured the organisers of Pura Sede Fair (Portugal), Glass of Bubbly (UK) and Real Wine Fair (UK). You can hear these episodes ONLINE HERE

What’s the 2nd Stage?

As soon as the podcast episode is in production, it’s time to start telling the stories of the producers who will exhibit at the event.

The 2nd stage focuses on extending the contact time between producers and attendees. Meaning more of the story gets told by producers and more gets retained by attendees.

Here, Interpreting Wine creates a Producer Cheat Sheet PDF. This captures the “Six Wine Stories” that producers wish they could tell every event attendee. It also includes descriptions of each wine in their portfolio. Each play button and QR code leads to a short audio clip featuring the producer or winery representative.

The Producer Cheat Sheet raises engagement levels with those who did attend. As well as re-engaging those who couldn’t attend.

This can also be used after the fair to help distributors and importers. Serving as a reference to ensure the producer stories are told accurately and consistently. All without additional time input from the producer.

For no additional cost you can also use the provided QR codes in event booklets, in free-pour areas and handouts to generate even further engagement.

A recent example features the South African producer Oldenburg Vineyards. You can see more ONLINE HERE

What’s the 3rd and final Stage?

The event itself provides a golden opportunity to capture content that most events miss out on. Many events feature masterclasses, talks and tastings. But the reach of these is restricted to those who attend on the day.

The 3rd stage focuses on capturing content on the day of the event. Packaging this into a series of podcast episodes to be released afterwards.

Featuring edited recordings of masterclasses or talks. And 1:1 interviews and tastings with producers. Producer interviews follow a similar format to the Producer Cheat Sheet. Covering the “Six Wine Stories” as well as further production details on each wine.

This long-format content begins the marketing for the next edition of your event. As once broadcast, listeners are encouraged to register for a waitlist for that event.

A recent example is the ‘Uruguay Wine in London’ tasting. You can see more ONLINE HERE

What if we don’t have masterclasses or if there isn’t enough time to interview producers?

Not a problem. Stage 3 content can be produced in the days immediately before or after the event.

For producers who are located some distance from the event location, their podcast can be recorded at a neutral location close to the site of the event. Recording in advance ensures there is sufficient wine to be tasted.

For producers who are located close to the event, the podcast can be recorded at their winery. This can be recorded before or after the event.

This content helps to maintain communication channels for the fair in-between editions of the event. It is also useful content for distributors and importers. Building on and supporting the Producer Cheat Sheets from Stage 1.

What is the price of your services for each stage?

When agreed individually
Stage 1: £2,000
Stage *2: £3,000
Stage **3: £4,000

*Stage 2 – Up to 10 Producer Cheatsheets, **Stage 3 – Up to 3 Podcasts.

Additional Producer Cheatsheets or Podcasts can be produced at a discounted price

Payment can be made in GBP, EUR or USD.

Do you offer discounts?

Discounts are available when agreeing multiple stages together
Stages 1 and *2
£4,500 (10% discount)
Stage 1, *2 and **3
£6,000 (33% discount)

*Stage 2 – Up to 10 Producer Cheatsheets, **Stage 3 – Up to 3 Podcasts.

Additional Producer Cheatsheets or Podcasts can be produced at a discounted price

Payment can be made in GBP, EUR or USD.

Who covers transportation costs for Stage 3?

The client covers all transportation and accommodation costs relating to on-site event coverage. 

What are your payment terms?

Two Payments. 50% invoiced on agreement. 50% invoiced on broadcast of first podcast.

5% discount for Single Advance Payment. Full amount invoiced on agreement.

Can we hear from any of your past clients?
See below for short testimonial videos from recent clients
What are the next steps?

Send Lawrence an email on hello@interpretingwine.com

Or book a time to speak in Lawrence’s diary at www.interpretingwine.com/call

When should I contact you?

As soon as possible before the event.

If you’ve recently held your fair let’s discuss collaborating in the lead up to the next edition.

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