Classic FM and Laithwaite’s Wine create unique music and wine series

Global Radio’s national classical music station Classic FM and independent wine merchant, Laithwaite’s Wine have created a ground-breaking, new eleven-part series about wine and music.

The unique show, called Tasting Notes, will be hosted by the acclaimed actor and writer Simon Callow and builds on breakthrough psychological research that proves that flavour can be enhanced by music*.

Laithwaite’s Wine has invested a six-figure sum in the brand new partnership with Classic FM, which was brokered by VCCP Media, and is the result of audience research that identified great synergy between Classic FM’s listeners and Laithwaite’s Wine customers. Among its findings are that listeners to Classic FM are 63 per cent more likely to purchase good quality wine and 62 per cent more likely to buy wine via mail order*.

Starting on Sunday 14th October, Simon Callow will take Classic FM’s 5.5 million listeners** on a two-hour musical wine tour around the globe to many of the regions from which Laithwaite’s Wine sources its unique range. Each week, Callow will set himself the challenge of pairing the perfect piece of classical music to accompany a delicious 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 listeners to order the wine featured in forthcoming programmes, so they can join in, as they enjoy the music and wine together.

Sam Jackson, Classic FM’s Managing Editor, says: “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. It is a pleasure to welcome Simon Callow to the Classic FM family as host of the new programme.”

Glenn Caton, Managing Director at Laithwaite’s Wine, comments: "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”.

• Tune into Tasting Notes with Laithwaite’s Wine every Sunday from 3pm on Classic FM, available on 100-102 FM, digital and online at classicfm.com
• For more information on Laithwaite’s Wine, visit laithwaites.co.uk

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Notes for editors:

* Source: research by Prof. Adrian North published by the British Psychological Society in September 2011 found that music can influence how wine tastes. Further information can be found in the British Journal of Psychology.

** Source: RAJAR / Ipsos - MORI / RSMB, period ending 24th June 2012, all stations and groups results are reported on their specified reporting period and TSA.

About Laithwaite’s Wine
• The company was founded 42 years ago in 1969 by Tony Laithwaite
• The Laithwaite’s Wine Buying team:
• Laithwaite’s Wine currently offers more than 1,400 different wines to its customers at any one time, from affordable everyday drinking, right through to the very best fine wine for special occasions.
• Laithwaite’s Wine is part of Direct Wines Ltd, which is the world's largest independent wine merchant with annual sales in excess of £340 million. Direct Wines Ltd currently has operations in the UK, United States of America, Hong Kong, Australia and mainland Europe.

For more information, please contact:
Classic FM: John Chittenden, Deputy Head of Press, Global Radio.
Tel: 020 7054 8843. Email: [email protected]

Laithwaite’s Wine: Donna McLoughlin – Head of PR, Laithwaites Wine.
Tel: 0118 903 1182. Email: [email protected]