Aussie wine brand goes under major makeover
PREMIUM Australian wine brand Hidden Sea has unveiled a new look on packs for the Scottish retail sector as the firm aims to open up its range to wider consumer base.
Rolling out from this month, the new designs aim to improve further stand out on shelf and clearly communicate its proposition as a sustainable wine brand.
To do so, Hidden Sea has introduced black and white embossed paper labels to the bottles with the image of a whale on the bottle which represents a real fossilised whale which was discovered in a nearby vineyard in South Australia.
Hidden Sea said this directly connects the brand in its support of ocean health as, with every bottle of wine sold, the wine brand commits itself to remove the equivalent of 10 plastic bottles from the ocean. Since launch, Hidden Sea says it has removed over 27million plastic bottles from the world’s oceans.
Justin Moran from Hidden Sea said: “This is a huge move for Hidden Sea and one which will expand the appeal of our ocean-saving wine to even more wine lovers in the Scottish marketplace. Since our launch, we have always set out to attract a mindset rather than a specific demographic, hence our strong purpose and promise to the consumer and the planet.
“Having invested heavily and performed extensive consumer research with a globally acclaimed partner, we are confident that we will see an uptick in sales in the off-trade as more drinkers connect the wines with our purpose and promise – to remove plastic from the ocean and save the sea.”
The new look will be seen across Hidden Sea’s five UK SKUs including a Sauvignon Blanc, Chardonnay, Red Blend, Rosé and Shiraz and are all stocked by Co-op, Sainsbury’s, Booth’s as well as online via Ocado.
Pete Fairclough, senior brand manager at parent company Kingsland Drinks, said: “Hidden Sea is a true lifestyle brand that appeals to a younger, wider demographic of wine drinker. The re-design brings labels to shelf that are reassuringly credible while also being informative at the point of sale.”
