Copywriting for Foxtrot
Image via the Foxtrot creative team website. Check it out and hire them!
Between 2021 and 2022, I spent six months freelancing with Foxtrot Market. I was embedded on the creative team working on a wide variety of projects, including:
Email copywriting for product launches, seasonal events, and new store openings
Writing in-store signage for end caps, events, promotions, and more
Naming for three product launches
Copywriting for Up & Comers, Foxtrot’s annual food competition
Writing copy for the website and mobile app as well as paid social ads
Concepting and writing a printed booklet that was sent out with each online wine order
I even once wrote a holiday-themed poem for the back of a chocolate bar — a dream come true!
Product page for Mouthy Wines’ Head to Toe
For the launch of Mouthy Wines’ Head to Toe, I wrote a product page that not only described the product, but gave the behind-the-scenes story into how the wine was made. I incorporated quotes from the winemaker, Samantha Sheehan, into our product description to create an editorial feeling while also staying within the character count limits of Foxtrot’s PDP page template.
The maker
Meet Samantha Sheehan
Samantha Sheehan has been recognized by Food & Wine Magazine, the LA Times, and more for wines that celebrate the unique terroirs of California.
“I always thought wine was sort of pretentious and serious,” says Samantha. Then she visited Champagne and found a world of small vineyards and down-to-earth winemakers. She brought that spirit back to Napa and made her first sparkling vintage. Her wines continue to have that personal touch today: always approachable and uniquely Californian.
The process
Whole cluster fermentation
During whole cluster fermentation, the grapes go into the tank from “Head to Toe” — whole, uncrushed, and still attached to the stems. It’s one of Samantha’s favorite ways to make wines.
“It’s really fun,” she says. “You bring in the grapes, put them into a tank, seal the lid, and then you walk away from it. It’s a little terrifying.” But she knew right away they had something special. “We waited ten days to lift that lid and when we did, it smelled like watermelon candy.”
The place
Bechthold Vineyard in Lodi, California
“We were incredibly lucky to get these grapes,” says Samantha. Bechthold Vineyard is one of the oldest vineyards in the U.S. dating back to 1886. “Vineyards usually aren't that old because of phylloxera,” says Samantha. Phylloxera is a tiny insect that almost made grape vines extinct in the 1800s by eating the roots.
“But because Bechthold Vineyard was planted on sand, the phylloxera wasn't able to attack the roots,” says Samantha. “And so this vineyard survived and it's truly amazing.”