Beck Family Estates | Lead Copywriter since 2019Since 2019, Gosh! has been the writing voice behind Beck Family Estates - a multi-generational portfolio of celebrated brands across South Africa and Oregon, from The House of Graham Beck and Steenberg Wine Farm & Hotel to Angela Vineyards and Allure. Working closely with the Head of Marketing and Innovation and the Global Marketing Manager, the brief covers the full spectrum: content strategy, back labels, newsletters, social, website copy, trade presenters, wine club collateral and B2B communication. Seven years of knowing these brands inside out - and helping them sound exactly like themselves.
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.
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.
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.
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.