Laithwaite's Wine joins forces with Classic FM

Published: 11 October, 2012

Actor Simon Callow is to present an 11-part series called Tasting Notes on Classic FM in association Laithwaite's Wine.

The move comes on the back of audience research findings by VCCP Media that identified great synergy between Classic FM's listeners and wine customers. It showed 63% of listeners to Classic FM are more likely to purchase good quality wine and 62% are more likely to buy wine via mail order.

The show also builds on psychological research that proves flavour can be enhanced by music, according to research by Professor Adrian North from the British Psychological Society (September 2011).

Laithwaite's Wine has invested a six-figure sum, in partnership with Classic FM, for Callow to take a two-hour musical wine tour around the global wine regions. Each week he will set himself the challenge of pairing a piece of classical music to accompany a glass of wine.

The series will be supported by sponsorship credits and promotional trails, as well as exclusive content on Classicfm.com, including the opportunity for its 5.5 million listeners to order the wine featured in forthcoming programmes.

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

Glenn Caton, managing director at Laithwaite's Wine, said: "We go to great lengths to produce and source outstanding wines, and are always looking for ways to share our passion. 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."

Tasting Notes begins on October 14 at 3pm - visit classicfm.com for more details.

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