Laithwaite's Wine targets Classic FM audience in six-figure partnership

Simon Callow: hosts Classic FM show backed by Laithwaite's Wine
Simon Callow: hosts Classic FM show backed by Laithwaite's Wine

Laithwaite's Wine, the independent wine merchant, has partnered Classic FM to fund a new 11-part series fronted by actor Simon Callow about the connection between wine and music.

The six-figure investment, brokered by VCCP Media, includes sponsorship credits and promotional trails, and exclusive content on

The show, called 'Tasting Notes', began on Sunday and is based around research that claims flavour can be enhanced by music.

Each week Callow will host the two-hour show, which features many of the regions across the globe from which Laithwaite’s sources its wine, aiming to pair a piece of classical music with an accompanying glass of wine.

Listeners will be given the opportunity to order the wine featured in the upcoming programmes from Laithwaite’s Wine.

Glenn Caton, managing director of Laithwaite’s Wine, said: "With our wines, Classic FM’s audience and Simon Callow’s personal musical selection, we hope to create a uniquely engaging and enjoyable experience for Classic FM’s listeners and our customers."

Sam Jackson, managing editor at Classic FM, said: "In our 20 years of broadcasting, this is the first time that Classic FM has created a series that links the power of classical music and wine in such a ground-breaking way."

In April this year Laithwaite’s Wine named former Lloyd’s marketer Mark Roberts as its new marketing director.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral