When I joined the team at Wine Awesomeness, everybody and their uncle was selling some sort of subscription box. Competing wine clubs were using palate quizzes to market their monthly shipments, but Wine Awesomeness was all about the content. As far as the founders were concerned, storytelling could sell wine. That’s where I came in.

As Lead Editor of thebacklabel, I spent half of my time crafting the magazines that came with every shipment. My job was to turn boxes filled with bottles into “monthly journeys, curated for adventurous souls.” I dreamed up themes and worked closely with buyers who picked wines that fit the bill. I linked up with sommeliers and winemakers to find out why each bottle was special, then filled our magazines with interviews, recipes, and educational articles that made the selections sing.

Click the covers above to read a few of my favorite issues.

The rest of my time was spent building WA’s brand voice. I ran the company newsletter, wrote all of their consumer-facing copy, and came up with concepts for video content. Not to mention, I penned just shy of 100 articles for their blog. During my tenure as Lead Editor, Harper’s Bazaar described Wine Awesomeness as “a thoroughly modern wine club,” and Thrillist called us “populist grape juice fairies.”

Click the thumbnails above to read a few pieces I particularly enjoyed writing, or follow this link to see them all.