BLOG: Whisky Loot – Female Distillers in Focus

Project background

Article can be read here.

The client was Whisky Loot, a fast-growing whisky subscription service in Australia.

This interview with one of Australia's leading female distillers, Naomi McIntosh, was written to support the launch of a series of female-produced spirits tasting packs. I also produced the product and website copy for these new packs.

The project celebrated Australia's female distilling talent, and was launched to coincide with International Women's Day 2021, which had the theme 'Women in Leadership'.

I was tasked with reworking existing responses to interview questions from our team into a compelling article that told Naomi's story in the industry and showcased her work, whilst motivating readers to support her by purchasing a tasting pack.

Creative process

It was important to let Naomi's own words take centre stage, so I build the article around her excellent interview answers. I also wanted to communicate clearly her expertise in the industry, so thoroughly researched her background and life story, itself a engrossing narrative. Finally, I devised an introduction that would challenge preconceptions of distillers, whilst hooking in the reader.

As ever, when writing, I wanted to ensure my language was creative, interesting and accessible.

Final results

The article formed part of a successful product launch, which saw this copy repurposed for social, advertorial and email marketing.

The blog itself attracted visitors to the site, converted to sales and performed well in SEO for key search terms.

This article was featured on the Chief's Son Distillery page, strengthening the Whisky Loot's relationship with the distillery and the company's Domain Authority.