JAMES SQUIRE
Website
Digital content & brand storytelling
James Squire is one of Lion’s craft beer offerings, built around the legendary story of Australia’s first brewer, who arrived on the First Fleet in 1788.
I produced copy that brought James Squire’s tales to life, weaving in his journey from scoundrel to legend while highlighting the craft, taste, and passion behind the premium beer range. The work aimed to connect with consumers through storytelling that was authentic, engaging, and aligned with the brand’s irreverent, adventurous personality.
Outcomes:
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Optimised website and digital copy for SEO, improving visibility for James Squire products and related craft beer searches.
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Strengthened the brand narrative across digital channels, helping consumers connect with the story and craft behind the beers.
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Supported engagement and purchase consideration by making the history and premium positioning of James Squire accessible and compelling.
Role: Copywriter across website and eDMs
Agency: The White Agency
eDM
