Meredith Video Studios,producer the Emmy Award-nominated nationally syndicated daily women’s lifestyle television program The Better Show, announced today that it will be partnering with Women of the Vine, an alliance of leading women vintners worldwide, to create a series of special branded entertainment segments focused on enjoying and sharing wine with friends and family.
The segments will kick-off this February with “How to Throw a Wine Party,” providing viewers of The Better Show with helpful tips and entertaining ideas on how to host a great wine tasting. The segment, sponsored by Wine Shop at Home, will also provide viewers with unique insights into how to build and shape their own wine collections.
“We know that our female viewers are passionate about enjoying wine as part of creating great meals and celebrations,” says Kieran Clarke, EVP/GM, Meredith Video Studios. “This series and partnership will provide marketers with incredible opportunities to engage with these viewers on a topic that is both fun and entertaining.”
Clarke notes that MVS has built a broad range of award winning branded entertainment programs for marketers such as Sutter Home, McCormick, Barilla, Reynolds, Mohawk, and Aetna, among others. In addition, The Better Show has regular branded entertainment segments featuring Meredith’s Allrecipes and EatingWell magazines.
According to a recent survey by Nielsen, women represent 55 percent of wine consumers. The same survey found that both women and men enjoy drinking wine at special events and celebrations, meals at a friend’s house, and while socializing with friends.
“This partnership is a great way for us to further raise awareness and interest about the tremendous variety of wines being created by talented women vintners,” says Deborah Brenner, acclaimed author and founder of Women of the Vine. “The ability to share that message with the audience of The Better Show seemed like the perfect pairing.”
She notes that Women of the Vine began its relationship with Meredith through a partnership with More magazine called More Uncorked, which is the only wine club delivering extraordinary wines made exclusively by women vintners both in the U.S. and around the globe.
According to Nielsen, The Better Show is among the most popular daytime television programs, especially among women 25 to 54, where it regularly ranks No. 1 or 2 in its time period in numerous markets. Now in its eighth season, The Better Show airs every weekday on more than 200 stations, reaching nearly 80 percent of U.S. television households, including top markets such as New York, Los Angeles, Miami, Philadelphia and Boston.
The Better Show (www.better.tv) also leverages experts from Meredith’s expansive portfolio of magazine brands including Parents, Family Circle, More, Fitness, and Better Homes and Gardens, among others.