I aim to bring Hackston’s strong in-store presence online.

Alongside investment content, I write product, email and blog copy for Hackstons’ bottled luxury drinks retail division. I also conceptualised and wrote Liquid Legacies, a blog series exploring the stories and backgrounds of some of the world’s rarest whiskies, fine wines and spirits.

When writing the product descriptions, I wanted the online copy to reflect the experience customers get at Hackstons’ Knightsbridge flagship store, which won Best Newcomer at the 2026 Drinks Retailing Awards. With the tone being conversational and informative, the idea is for it to read more like an experienced member of staff talking to a customer about a bottle, its provenance, distillery, production and tasting notes, and explaining what makes it interesting. For the copy, I source research from distillery websites or use AI where useful, fact-checking and applying my own editorial judgement along the way before publishing.

For me, it’s about giving customers enough information to understand what they’re buying without making every bottle sound like a marketing pitch.