Channel 4 and Laithwaites Wine put wine at the heart of the kitchen in new social branded entertainment cooking series on Channel 4 Served

Channel 4 today reveals details about its latest social branded entertainment series - which sees leading wine retailer Laithwaites become the first brand to partner on Channel 4’s new vertical video food and drink social platform, Channel 4 Served. 

The series sees wine creator host and expert, Aleesha Hansel, challenge creator chef and social media star, Tyler Butt, to create a variety of meals inspired by a different wine each episode.

Inspired by the region, taste, or name of a Laithwaites wine, each episode sees Butt explain his thinking behind the dish he creates, before viewers see the process of it being made, ending with Hansel and Butt enjoying the wine and meal.

The series sits on the Channel 4 Served social channel, which launched in May across Instagram and YouTube Shorts, offering creator-led, short-form, and easy to follow recipe series that celebrate not just what the UK eats, but where – at home - with an editorial line-up centred around ’food to get comfy with’.

The social branded entertainment series is part of a wider tie-up between Laithwaites and Channel 4, with Laithwaites also sponsoring Channel 4’s food content on linear TV and streaming. Media planning and buying was handled by Medialab Group. 

Rupinder Downie, Content Solutions Leader, Channel 4 Sales, said: “Channel 4 Served is helping viewers across the nation get comfy with simple, delicious dishes. Laithwaites’ playful and engaging series further adds to our offering, and highlights once again how Channel 4’s branded entertainment offering creates innovative ways for brands to reach their audience.”

James Morrison, Head of Brand, Laithwaites, said: “We’re thrilled to be the first brand to partner with Channel 4 Served. This series is fun, fresh, and captures exactly what Laithwaites is all about. As a family-owned business, we’re here to make wine approachable and bring people together—and we’re excited to see that come to life in homes, kitchens and sofas, across the UK.”

Mattie Mold, Partnerships Director, Medialab, said: “Channel 4 Served builds beautifully on the existing Laithwaites sponsorship with Channel 4 Food, creating something that’s as smart as it is feel-good. A brilliant example of delicious storytelling and teamwork. Bringing the playful energy of Laithwaites together with the joy of the Channel 4 style, it’s the perfect pairing.”

Digital Commissioner: Catriona White

Content Solutions Lead: Jenny Porter

Content Solutions Executive: Tobias Sutton

Production & Project Lead: Chris Birch

Creative Strategist: Dan MacDonnell

Exec Producer: Nyall Cook

Agency: Medialab

Client: Laithwaites Wine