William Thomas
food & drink copywriter
wine label writer.png

M&S En Primeur Bordeaux

Website Copywriting, Wine Copy

In 2018 M&S released its first en primeur Bordeaux wines, offering a broad selection to buy as single bottles or half cases. Quite a game changer, it made the world of fine wine accessible to many for the first time.

The challenge was how to present the wines to everyday M&S customers without overcomplicating or dumbing them down. I worked with Emma Dawson MW to develop an approach that marries historic and technical information with engaging tasting notes and storage recommendations.

“As a team we often get too close to our products and Will has been great at getting us to see things through the eyes of a customer again. Always a joy to work with, I would thoroughly recommend using him.”
Emma Dawson MW, M&S Wine Buyer