By Sahil Patel
Tastemade’s newest programming slate includes series with brand sponsors such as Grey Goose and Budweiser.
Notably, the network has renewed “Local Flight,” a series it produces with sponsor Grey Goose, for a second season. In season two, host Shawn Thomas will get back on the road to challenge some of the best mixologists in different cities to make unique cocktails with local ingredients. Cities on “Local Flight”s season two list include New York, San Diego, and Charleston.
Tastemade is also partnering with Anheuser-Busch for “Budweiser: Buds & Burgers” (a working title), which would be the fourth series the network has produced for the alcohol giant. The series is described as a 12-episode “exploration of hamburgers in America,” in which Tastemade will visit famous burger joints throughout the country and meet with the chefs behind them.
Another series in the new slate is “Alexander Keith’s: Kitchen Party Challenge.” The series will take four up-and-coming Canadian chefs to Halifax, Nova Scotia to create innovative dishes around the century-old Maritime tradition of Kitchen Parties.
As we’ve reported before, Tastemade is very high on its original programming efforts. The digital food network typically produces its series in partnership with big-name brands like Grey Goose, Google, and Hyundai — a model that’s used by many publishers and networks in online video. That said, while others are also only producing content if it’s sold — or, increasingly, are approaching advertisers with programs and solutions that are unique to a brand — Tastemade has long touted its ability to create compelling content that can stand on it owns — it just so happens to have a brand sponsor on board.
So far, it’s been working. To build on that success, Tastemade has hired Melissa Drucker as head of sales and brand partnerships. She comes to Tastemade from BBC America, where she most recently served as SVP of national advertising, and will be based in the network’s newly-installed New York office.