Crocmedia has announced it has developed a half-hour bespoke radio program for alcohol retailer Dan Murphy’s designed to educate and inform people about the world of wine and craft beer.
The Drinks Review can be heard on Fridays at 7pm on Macquarie Media’s new radio network, Talking Lifestyle, and will run for 10 weeks. The series is also available as a podcast.
Hosted by Talking Lifestyle’s Nick Bennett, Dan Murphy’s national fine wine manager Peter Nixon and the ‘beer diva’ Kirrily Waldhorn, the show showcases various wine and craft beer styles, providing listeners with advice on choosing something for the weekend or something for the cellar.
Yolanda Uys, head of marketing at Dan Murphy’s, said the show filled a gap in the media landscape.
“Food and cooking shows are immensely popular, but until now, there really hasn’t been an offering that taps into Australians’ love and curiosity for wine and craft beers,” she said.
“Whether it’s something enjoyable to share with friends or just a simple drop to enjoy with your Friday night takeaway, The Drinks Review will help guide you in the right direction.”
Crocmedia CEO Craig Hutchison said the show was an example of a growing stable of brand-funded programs produced from its new studios in Melbourne.
“While there’s been a huge focus on brand-funded digital content for social media, increasingly savvy marketers are taking advantage of radio and podcasts as powerful native content platforms,” he said.