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wrote a series of case studies for the IWSC, each one tracing how competition success became commercial success - new listings, retailer confidence, global growth. The brief: take a winning producer's story and turn it into proof. Clear, credible, and built to persuade the next producer to enter. https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/93fd38d0-4adf-4a22-b310-333e1fa15e41/ChatGPT+Image+Jun+16%2C+2026%2C+01_21_28+PM.png Work - IWSC/Club Oenologique The International Wine & Spirit Competition - the world's oldest and most respected drinks competition, founded in 1969 - engaged Gosh! to sharpen and elevate its brand messaging. Following the same narrative-led workshop methodology used for clients like Joseph Phelps, the process distilled the IWSC's 55-year legacy into a clear, modern brand story: a defined character and problem, a value stack, mission statement, story pitch, positioning statement and a refreshed tagline - Competition. Connection. Community. Since 1969. The result is a complete messaging framework that gives one of the industry's most prestigious institutions a voice as considered as its reputation. https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/b2e6002d-2720-4c80-901b-3aeffb978860/ChatGPT+Image+Jun+16%2C+2026%2C+01_59_30+PM.png Work - IWSC/Club Oenologique Gosh! redesigned and rewrote the IWSC's 2026 Entry Guide and Winners' Guide - two producer-facing documents that had drifted off-brand and needed elevating. The remit spanned both copy and concept: shaping the design direction, briefing the designer and writing throughout, all to a tight turnaround. https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/8a141a26-30cc-4be7-bd59-8174fc28767f/ChatGPT+Image+Jun+16%2C+2026%2C+01_25_23+PM.png Work - IWSC/Club Oenologique Alongside the strategic work, Gosh! produced extensive content across the IWSC and its premium sister title, Club Oenologique. One such project: the Top 50 Producers series - consolidating winning producers' responses into polished editorial for Club Oenologique, where editorial judgement met sheer volume. The full Top 50 Wine and Top 50 Spirits lists are live on Club Oenologique now. https://goshco.co.za/work/grahambeck monthly 0.5 2026-06-16 https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/1781607379365-BYVWJOLU4I09PSQOSEZH/ChatGPT%2BImage%2BJun%2B16%252C%2B2026%252C%2B12_54_52%2BPM.png Work - Graham Beck Once a year, Gosh! steps back from the day-to-day and builds the map. The House of Graham Beck's annual content strategy is a comprehensive planning document that gives the team a clear, considered framework for every piece of content across the year - one hero theme, rotating monthly pillars, tactical hooks tied to key dates and cultural moments, a curated product focus per month, estate content mapped to the rhythm of the vineyard and cellar, and a competition calendar aligned to awards season. The strategy feeds social media, newsletters and blogs in a single cohesive ecosystem: content created with intent, repurposed with efficiency, consistent in voice from January to December. https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/8d7d1c7c-481c-4810-8686-0f22ad32cd29/ChatGPT+Image+Jun+16%2C+2026%2C+12_47_41+PM.png Work - Graham Beck Social media strategy is only as good as the system behind it. When Gosh! came on board with Graham Beck in 2019, copy was being drafted in Word and signed off over email - functional, but not built to scale. The first order of business: an annual content planning session that produces a structured 12-month calendar, giving the team a clear, considered roadmap for every post, campaign and product moment across the year. The second: a proper content management platform - Loomly first, Metricool now - to bring revisions, approvals and scheduling into one place. And running through all of it: a shift in tone. Shorter. More considered. Unmistakably Graham Beck. Every Instagram caption written since 2019 is a Gosh! original - a seven-year body of work, one post at a time. https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/8d4d187d-a5cb-4257-9f47-94cda460bdd5/ChatGPT+Image+Jun+16%2C+2026%2C+01_09_15+PM.png Work - Graham Beck Advertorials are where brand strategy and journalism meet. Too promotional and readers disengage; too editorial and the brand disappears. Gosh! has written advertorials for Graham Beck across multiple platforms and years, bringing a journalist's instinct for story and a strategist's eye for messaging to every brief. https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/1781608729609-V3G8BABLTOY8D1EMTBM2/ChatGPT%2BImage%2BJun%2B16%252C%2B2026%252C%2B01_18_13%2BPM.png Work - Graham Beck Every newsletter sent to Graham Beck's exclusive Wine Society membership has been written by Gosh! - monthly, on-brand and built from the annual content strategy. The brief is always the same: make a member feel seen, informed and glad they belong. The execution changes every month. https://goshco.co.za/work/spierwebiste monthly 0.5 2026-06-16 https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/01a4f1a6-a6b9-4e16-86b6-a7763a1fdf90/ChatGPT+Image+Jun+16%2C+2026%2C+12_18_01+PM.png Work - Spier Wine Farm When Spier refreshed its brand CI in 2025, Gosh! was brought in to write the new website from scratch - an intensive two-month project spanning every page, from the homepage and wine collections to the hotel, spa, dining and impact story. The brief demanded total fluency in Spier's voice: warm and grounded, specific and unhurried, rooted in a sense of place that spans three centuries and 650 hectares. Five years of writing for Spier made that possible. See the result at spier.co.za. https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/d3a10b59-c02a-4aec-bbc9-cfada0b0b489/ChatGPT+Image+Jun+16%2C+2026%2C+12_04_43+PM.png Work - Spier Wine Farm Some of the most read words Gosh! has ever written appear on the back of a wine bottle. From Spier cans and Cap Classique to export wines - Saltress, Everlight, Blue Water Sauvignon Blanc and Capelands - and Farmer Angus wines, back label copy is a discipline we take seriously. A great back label tells a full story in three sentences. We pride ourselves on never wasting a single one. For specific examples, please contact Gosh! https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/02aaaf8b-c9b4-41d4-b597-acffddde9864/ChatGPT+Image+Jun+16%2C+2026%2C+11_53_48+AM.png Work - Spier Wine Farm Newsletters are where brand voice gets tested in real time: a subject line to earn the open, a headline to earn the read, a call to action to earn the click. Over five years as Spier's lead copywriter, Gosh! has written dozens - spanning promotional campaigns, product launches and editorial-led mailers, always in Spier's voice and always with a clear commercial intent beneath the craft. https://images.squarespace-cdn.com/content/v1/6a17fb1ef783c30f70353e5e/bc269ef3-319a-4bbf-8bd5-219477c63e81/ChatGPT+Image+Jun+16%2C+2026%2C+12_11_42+PM.png Work - Spier Wine Farm A blog has about three seconds to earn a reader's attention and the rest of the page to keep it. Over five years, Gosh! has written extensively across Spier's blog - consumer-facing copy that's warm, accessible and digitally considered, spanning everything from harvest updates and sustainability stories to food and wine pairings and new release features.