Pinot and Rock 2025 | Targeting the ears of wine lovers and gourmets with podcasts
Pinot and Rock in Breisach combines top international acts such as Snow Patrol, Travis, Jan Delay & Disko No. 1, Max Herre and Joy Denalane with fine wines from local winegrowers and culinary creations from celebrity chefs with a total of five Michelin stars. The festival is aimed at a discerning target group that consciously combines music, wine and haute cuisine.
Objective
Our task was to position this extraordinary festival specifically with wine lovers and gourmets, i.e. to create awareness exactly where the community informs itself, exchanges recommendations and finds inspiration.
Strategy
Instead of traditional advertising formats, we relied on authentic storytelling in high-reach wine and gourmet podcasts. Festival founder and exceptional winemaker Fritz Keller personally explained the idea behind Pinot and Rock: why rock music and top wine belong together, how regional winemakers and Michelin-starred cuisine are integrated and what makes the experience so unique. In this way, we achieved a high thematic fit, trust through the host-listener relationship and long-term visibility through permanently available episodes.
Implementation
We contacted leading formats with strong resonance in the wine, culinary and lifestyle segments – from Keller’s career to the curated wine and food experience to the curated music program. The publications built and reinforced curiosity during the Relevance period. Publications included, among others:
- The Feinschmecker Podcast (June 2025) – “Fritz Keller between vine and rock music”
- Bei Anruf Wein – Der Weinfreunde Podcast – “Fritz Keller: Wine, soccer and a festival“
Podcast page: weinfreunde.de/podcast
Instagram reel: instagram.com/reel/DLRcstjt473 - Rolling Pin Podcast – “From winemaker’s son to DFB president, star restaurateur and festival founder: Fritz Keller”
- Terroir and Adilettes
Instagram reel: instagram.com/reel/DKB_IPZN0UJ
Result
The podcast placements stimulated demand among the target group: the measure demonstrably generated new visitors for Pinot and Rock because they heard about it in podcasts. At the same time, the conversations anchored the festival as a top-level gourmet event – beyond a pure music festival – and conveyed the curated combination of wine, culinary delights and live acts in a credible and sustainable way.
Learnings & outlook
Podcasts prove to be an effective bridge to high-affinity communities: they enable depth, convey credibility and remain available as evergreen content. In combination with social media snippets (e.g. reels), PR and newsletters, they also create a multiplier effect that carries the Pinot and Rock brand narrative beyond the festival period.
