Llewelyn-Bowen to sell wine on Classic FM
Laurence Llewelyn-Bowen’s Sunday afternoon show on Classic FM is to be sponsored by Laithwaite’s Wine from 29th September.
During each sponsored programme, Laurence will pair a piece of classical music with a bottle of wine and he’ll also be joined by an expert from Laithwaite’s Wine who will explain more about that week’s choice.
Listeners will then be encouraged to purchase the wines from the show. In addition, there will be a monthly advertorial guide to fine wines, voiced by Laurence, offering listeners the opportunity to win a visit to Laithwaite’s winery in Bordeaux.
Brokered by VCCP Media, the three-month deal builds on Classic FM’s established partnership with Laithwaite’s Wine. It began last year with the creation of the Tasting Notes series, hosted by Simon Callow, and has continued with the sponsorship of three Classic FM Live events this year – in Cardiff and London.
Laurence Llewelyn-Bowen said: “I believe we’re all entitled to the finest things in life… and now the world’s most civilised classical music and the planet’s most delicious wines have been paired together as a partnership that’s made in heaven. Sunday lunch is going to become even more indulgent, even more sophisticated and even more enjoyable because Laithwaite’s will be tickling the nation’s taste buds as elegantly as Classic FM tickles the nation’s ears!”
Tony Laithwaite said: “When we attended the first Classic FM Live event at the Albert Hall earlier this year, we saw rows upon row of what looked so like our own lovely customers. When the Classic FM team came to our London Vintage Festival, they found themselves chatting to their own listeners. We’ve both thought very hard about this and decided to do lots more events together! Sunday afternoon should be when all us sensible folk get as relaxed as we’re likely to get in the week. Lovely wine, lovely music and Laurence Llewelyn-Bowen. That’ll do it.”
Sam Jackson, Classic FM’s Managing Editor, said: “We’re delighted to be extending our partnership with Laithwaite’s Wine, as they now become associated with such a special time of the week on-air. Our listeners tell us that Classic FM provides the perfect soundtrack to a laid–back Sunday lunchtime – and the success of our previous collaborations with Laithwaite’s Wine suggests our audience will warmly welcome this new venture too.”