Falstaff Happy Life
Falstaff had established authority in food, wine and lifestyle, but the Falstaff Living universe offered room for a more emotional, editorially driven product aimed at a female readership. The Christmas and gifting season provided the starting point.
The value gap
Falstaff's authority sat in food and wine. The Falstaff Living universe had room for a more emotional, editorially driven product that its core titles did not address.
My Role
I created the editorial and commercial concept, developed the magazine structure and helped put in place the editorial leadership required to produce it.
The Idea
Use gifting not as a shopping category but as an editorial lens — a way to curate style, objects, people and contemporary life.
Outcome
Falstaff Happy Life launched under the Falstaff Living umbrella as a women-focused editorial product combining lifestyle journalism, commercial relevance and seasonal storytelling.
Facts
· 50,000 — circulation
· 45 — advertising partners
TASTE ECONOMY LENS
Gifting became an editorial lens: curation, not the shopping list, was what readers and advertisers valued.
