Half of Brits cannot tell if a wine is good, according to new Kleine Zalze research of 2,049 UK adults, yet 38% drink more wine at barbecues than at other gatherings. We turned the findings into a light-hearted summer broadcast PR campaign, revealing the nation's BBQ wine personalities, led by the Crowd-Pleaser, and wine crimes such as 1 in 4 drinking wine from a mug. Kleine Zalze's winemaker and cellar master went on air across a radio day of interviews to help listeners choose with confidence for their summer celebrations. The campaign secured 9 items of radio coverage reaching 1.3 million, including BBC Radio Stoke, BBC Radio Nottingham and BBC Radio Derby.
Kleine Zalze wanted to be seen as the go-to wine experts and help audiences make confident choices for their summer celebrations.
The angle
New Kleine Zalze research of 2,049 UK adults finds half of Brits cannot tell if a wine is good, yet 38% drink more wine at barbecues than at other gatherings. It reveals the nation's BBQ wine personalities, led by the Crowd-Pleaser, and wine crimes such as 1 in 4 drinking wine from a mug.
On air
Kleine Zalze's winemaker and cellar master
The result
9 items of coverage reaching 1.3 million, including BBC Radio Stoke, BBC Radio Nottingham, BBC Radio Derby, BBC Radio Coventry and Warwickshire.
About Summer
Summer is a major broadcast moment built around the school summer holidays, days out, travel, hot weather and outdoor living. In England and Wales schools usually break up in late July, while in Scotland and Northern Ireland they break up in late June. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Summer for 2027?
The school summer holidays next run from late July to early September 2027 in England and Wales, and from late June in Scotland and Northern Ireland. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
