Tell us about your new podcast and how you hope it stands out from the competition?
Bradley Horne: Honestly, we want it to feel more like the trade radio show. We both take a lot of inspiration from sports podcasts where there is a real mix of news and chat, rather than just being a dry or technical deep dive. Moving away from a polished industry gloss and just having casual conversations about the reality of the business.
Dan Kirby: We are trying to keep it loose and engaging by focusing on the people and the stories that actually make the wine world move.
There are a number of wine related podcasts. Why did you want to introduce your own?
The Second Press looks to invite guests from right across the wine trade to join in its radio show format
Horne: A lot of wine content out there feels like it is trying too hard to be one of two things. It is either fun and simple for beginners or incredibly serious and academic. We felt there was a massive gap in the middle for something technically accomplished but totally zero snobbery.
We wanted a show that reflects the real industry, including the challenges and the personalities, in a way that is accessible but still has that underlying depth.
How have you gone about planning the content for the podcast and who do you hope it will appeal to?
Kirby: We are lucky that we have a good network and everyone loves Brad, so we have been able to bring in some really interesting people from the top of the trade. In terms of audience, we are looking at the periphery of the wine world. It is not just for wine professionals. If you work in food and drink or hospitality, or just have a genuine interest in the news and the people behind the bottle, we hope there is something here for you.
Talk us through the type of guests you have on and how you have chosen them?
Horne: We have had some heavy hitters like Laura Rhys MS and Jamie Goode, but the job title matters way less to us than the perspective. We are looking for transparency. We do not want a rehearsed PR pitch.
Instead, we want guests who care deeply about their craft and are happy to be honest about it. Whether they are a world renowned winemaker or a regional voice making waves, it is all about whether they have a compelling story to tell.
What lessons have you learnt from other podcasts in terms of what you think works well and what you want to avoid?
More of the guests who have appeared on Second Press...
Kirby: We want our personalities to be the consistent thread. Instead of every episode being a standalone interview, we are aiming for an ongoing week to week arc that can span multiple shows.
It is that radio show feel where the presenters are the core of the show and the guests fit into our world for a bit. It keeps things feeling more natural and less like a formal scripted session.
What other types of podcasts do you listen to and what is it about those podcasts that you like?
Kirby: To be honest, I listen to a lot of comedy and silly podcasts. I actually find it quite hard to find wine podcasts I want to listen to when I am not specifically studying for an exam. That is a big part of why we created Second Press.
Horne: I am a huge sports fan, so I like that sports presenter narrative. It is a format we already enjoyed as listeners but felt was completely missing from the wine trade.
How do you know each other?
Kirby: We originally met through the digital wine scene during and after Covid, but it became real world when we were judging together for the IEWA in Bristol. English wine is obviously a huge part of our shared story. Brad is the storyteller with the network and the people side of the trade, while I try to bring a more technical and study driven focus. When you put those two angles together, you get a much more honest picture of what is actually going on.
What are your hopes for how the podcast might develop?
Horne: We are already being approached by trade bodies and PR agencies, which is great. We are totally open to including promo spots or brands down the line, but they have to be integrated into the format.
We are not looking for traditional sponsors because we do not want anything that feels intrusive or breaks the flow. For now, it is a bi-weekly schedule as that is what we can maintain ourselves while keeping the quality where we want it.
* You can find out more and listen to all episodes of the Second Press pocast here. @secondpress.
* The Buyer's Richard Siddle is a guest on this week's show where he talks about the ups and downs of his career as a business journalist, sets out what The Buyer is all about and shares some stories from his best and worst interviews. You can listen to the episode here.
* You can also read more of Dan Kirby's work at his website here and follow Bradley Horne @winetimelondon.
