Crafting fine wine copy

Tesco Wine Club Magazine was a quarterly publication sent to thousands of wine-loving customers - part editorial, part direct response, and all written in the voice of Tesco’s in-house wine team.

My role

I wrote the entire magazine for four years, under a freelance contract with EHS 4D. As I was ghostwriting on behalf of Tesco’s highly qualified wine buyers, I decided to take my own knowledge up a level - enrolling in the WSET Diploma in Wines and Spirits. Out of an original class of 30, just two of us passed the notoriously tough final exam.

Over the course of the contract, I was responsible for:

Full editorial copy – Writing each issue from start to finish, in the voice of Tesco’s wine team
Wine descriptions – Crafting tasting notes and product copy for every bottle featured
Buyer features – Ghostwriting content on behalf of the wine buyers, one of whom was a Master of Wine
Customer education – Subtly educating wine novices while avoiding speaking down to wine connoisseurs

The outcome

Tesco was named Wine Club of the Year by the International Wine Challenge in two consecutive years. The magazine played a central role in that success, helping customers feel informed, inspired, and ready to order.