Provenance

Content & Copywriting

Whisky & Premium Spirits

I'm Emma Gibbs, a freelance whisky copywriter working exclusively with whisky and spirits brands, distilleries, retailers, independent bottlers and creative agencies.

What I do

I specialise in expertly crafted blog posts, articles, and website content about the world of whisky. I also write copy for brand campaigns, brand identity guidelines, creative concepts, scripts, tasting notes and storytelling.

I'm the creator of the LinkedIn series, WHISKY WONDER, which looks at the world of whisky through the lens of the people who love it.

My clients come back to me time and time again because they appreciate and value well-researched, engaging, hand-crafted content that stands out from the repetitive, AI-written noise out there at the moment.

I'd like to learn more...

About Me

Originally with a background in investment banking and financial research, I became a freelance writer in 2019, writing for luxury hotels and British heritage brands.

In 2022, I was given a job writing copy for a well-known whisky brand. I knew nothing much about whisky at the time but I went back to basics and learned everything I could. The more I researched, the more I could feel myself being pulled into that world. Why?

The provenance, the culture, the prestige, the history and the technicality. It all appeals to me, and I haven't looked back since.

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BRANDS I worK with

I've worked with The Dalmore, Chivas Brothers, Glen Scotia, Bunnahabhain, Speyburn, Old Pulteney, Edinburgh Whisky Academy, The Borders Distillery and many more. Here's a small selection of online content I've written.