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Concha y Toro, Walsh Whiskey enter on-trend podcast world with sponsorship deals

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Beverage industry trends for sponsoring podcasts are ramping up as two more companies sign deals with audio content providers.

Walsh Whiskey is to sponsor WhiskyCask through its Writers’ Tears - Copper Pot expression

Walsh Whiskey is to sponsor WhiskyCask through its Writers’ Tears - Copper Pot expression

The Concha y Toro-owned California wine brand 1000 Stories will sponsor wine podcast "A Glass With…", hosted by broadcaster Olly Smith. The Bourbon barrel-aged Zinfandel, part of the Chilean company's Fetzer operations, will sponsor the seven-episode fourth series of the podcast, which involves Smith interviewing stars about their wine experiences.

Meanwhile, Irish whisky distiller Walsh Whiskey has said it will back the WhiskyCast podcast through its Writers' Tears - Copper Pot expression. Six different stings will play on the podcast, which covers the global whisk(e)y market and is hosted by Mark Gillespie.

"WhiskyCast is a wonderful platform for us to increase awareness of Writers' Tears - Copper Pot to a highly knowledgeable and influential audience," said Walsh Whiskey owner Bernard Walsh

At the Trend Hunter Future Festival in Toronto last month, delegates heard that branded podcast content is one of the top trends in the consumer-goods market. "Since podcasts typically have a niche focus or theme, they offer a unique platform for brands to present content within their market, without being too sales-y," Trend Hunter said.

Eleven consumer trends for 2019 – Trend Hunter Future Festival - Focus


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