Cocktails with Friends
CASE STUDY
Raising a Glass—and a Brand
Bob Cutler is a restaurateur, cocktail enthusiast, and the host of Cocktails with Friends, a weekly podcast that blends storytelling, spirit education, and personality-driven conversation. Launched to elevate the profile of Novio’s Bistro and spotlight Bob’s deep knowledge of craft cocktails, Cocktails with Friends has grown into a dynamic platform for audience engagement, brand visibility, and industry opportunity.
How We Helped Turn a Cocktail Podcast Into a Strategic Brand-Building Engine
Challenges Faced
Bob’s goal was never to create “just another drink podcast.” He wanted something deeper—a show that would:
- Share his passion for craft spirits and thoughtful hospitality
- Build visibility for Novio’s as a destination for inspired cocktails
- Open doors to new opportunities within the food and beverage industry
- Offer a compelling platform that could attract guests, collaborators, and attention
But making a podcast that sounds polished, tells great stories, and builds brand equity week after week takes more than a mic and a shaker.
Objectives
- Create a consistent and professional podcast experience for listeners and guests
- Support Bob in maintaining a sustainable weekly content schedule
- Grow audience engagement and awareness among both industry insiders and cocktail enthusiasts
- Help translate the podcast into opportunities beyond the mic
The Strategy
Sutherland Weston has partnered with Bob for nearly two years as his full-service podcast production team, providing the technical expertise, content strategy, and promotional lift needed to make Cocktails with Friends a standout in a crowded field.
Our work includes:
- Episode planning and format strategy: Developed a sustainable rotation of formats—industry guest interviews, Novio’s Radio replays, listener-submitted Hotline episodes, and solo casts—creating rhythm and variety
- Audio production and editing: Ensured top-quality sound and pacing every week, even for on-location recordings in NYC, Wyoming, and Italy
- Weekly blog post development: Extended each episode’s reach via the restaurant’s blog Banter at the Bistro, supporting SEO and weekly content cadence
- Promotional graphics and audiograms: Created visuals and clips to promote new episodes across social media
Hosting, publishing, and analytics support: Managed publishing workflows and audience insights via Libsyn, GA4, and embedded tools
The Results
Over two years, Cocktails with Friends has evolved into more than a podcast—it’s become a trusted platform that builds visibility, deepens connections, and opens unexpected doors.
- Consistent audience growth, with recent episodes hitting 100+ downloads in 7 days and trending higher with social promotion
- Media exposure & brand opportunities, including:
- Bob’s invitation to lead a cocktail class for national food & beverage reporters in NYC
- Guest appearances and collabs with global wine producers and event venues
- Stronger brand alignment for Novio’s, reinforced weekly via the blog and podcast content
- A content library of 75+ episodes with a loyal and growing base of listeners
“This podcast has become the best conversation starter I’ve ever had. It’s opened doors, built relationships, and reminded me why I love this industry so much.”
Bob Cutler, Host, Cocktails with Friends
Ready to Take Center Stage?
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— from strategic campaigns to stand-out storytelling —
let’s make some magic together.