Food & drink copywriter
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M&S Wine copywriter

Helping M&S communicate its award-winning wine range

M&S Bordeaux ‘En Primeur’

M&S released its first en primeur Bordeaux wines in In 2017, an impressive selection of classed growth clarets offered as single bottles or half cases. It was quite a game changer – making the world of fine wine accessible to many for the first time.

The challenge was how to present the wines to core M&S customers, without overcomplicating or dumbing them down. I developed an online approach that marries engaging tasting notes and simple storage recommendations with historic and technical information without getting too bogged down in the viticultural and winemaking aspects.

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. I would thoroughly recommend using him.
— Emma Dawson MW, M&S Wine Buyer

M&S En Primeur Bordeaux online
– wine writing, research, web copy


Will’s been a fantastic influence on our category. He has just the right mix of skills, from brilliant copywriting, a creative approach to tasting notes and in-depth knowledge of wine – a very hard combination to find!
— Emma Dawson MW, M&S Wine Buyer

I started working on M&S’s Wine Club inserts back in 2014, when I first joined the company’s Wines, Beers & Spirits department.

The Wine Club inserts feature snappy overviews of each wine, where I combine tasting notes, style guides and regional details with food matching recommendations, to help people get the most out of their wines.

M&S Wine Club online
– website copy, wine writing