Endeavour Drinks Group
Endeavour Drinks Group is the largest alcohol retailer in Australia and New Zealand, owned by Woolworths, the second largest company in Australia by revenue. Their drinks portfolio includes Dan Murphy’s, BWS and Cellarmasters. Ask any Aussie and they will know, because Dan Murphy’s has over 220 stores across Australia!
During my time there I wrote extensively about some of the world’s biggest alcohol brands like Smirnoff, Heineken and Corona for the Australian market.
“…These ethereal wines have long inspired winemakers around the globe to put their own stamp on this lighter-style red, with many gaining a reputation for their highly individual, modern examples of one of the world’s most loved wines.
Outside of Burgundy, pinot noirs labelled ‘Vin de France’ are exempt from the strict regulations governing appellation wines, with producers free to grow grapes wherever and however they wish. These wines are best enjoyed when young and fresh.”
Dan Murphy’s has a subscriber database of over 2.5 million people. In collaboration with marketers and digital designers, I was responsible for creating copy for all outgoing emails. This is a Halloween email that was featured on reallygoodemails.com.
Mr Black Coffee Liqueur Email
“This bittersweet blend of bold and complex Arabica coffee and Australian wheat Vodka was born out of a desire to take Australia's coffee culture late into the night. Made by hand at the Mr Black distillery on the NSW Central Coast, it's crafted using a state-of-the-art roaster to get the flavour and consistency just right. The flavour is entirely derived from coffee and you will find no concentrates, flavourings or preservatives in this beautiful bottle.
Coffee connoisseurs, rejoice! Mr Black has arrived and it's a deliciously smooth, sophisticated coffee liqueur. Expect a seamless balance of bitter and sweet perfect for sipping over ice after dinner or anytime a cocktail calls for a splash of coffee. Made from a confidential recipe, this beautiful blend underwent over 200 rounds of taste-tests to get the flavour just right. Hard to make and easy to drink, Mr Black is your secret ingredient for the perfect espresso martini.”
Vodka Feature Email
“This clear spirit is the base for some much loved classic and modern cocktails, but for those who prefer unadulterated Vodka, sip it chilled like they do in the Vodka belt. This excellent offer brings you award-winning Vodkas from Poland, Sweden and Australia as well as an extremely pure New Zealand Vodka made with natural spring water.
A star-studded collection of some of the world's most recognised Vodkas as well as a few from upcoming local distilleries. The delicate flavour of the Belvedere Vodka is perfect for the elegant flavours of an Elderflower Fizz while the Absolut is the ideal spirit for the classic Vodka, Soda & Lime cocktail.
From New Zealand we have VDKA, and what it lacks in vowels it makes up for with its distinctive and elegant taste. We suggest mixing it into a Bramble cocktail – the berry flavours will elevate the citrus and pepper flavours of the Vodka. Rounding off this collection is a beautiful spirit from Archie Rose, a Sydney distillery that's fused traditional and modern techniques in one perfect Vodka. Which is why it's perfect for a Vodka Mojito.”
Mr Black Coffee Liqueur
Carousel ads for Mr Black Coffee Liqueur.
#MyCraftReview
Post for Dan Murphy’s Craft Review video series.
Father’s Day
Social content for the Father’s Day Campaign , I was responsible for campaign headline “Celebrate the Man” which was used across social, email and web.