Australian wine brand Hidden Sea has rebranded its wine bottles for the UK market. Previously released with a laser-printed design, the new label will be black and white embossed paper.

 

Through the rebrand, Hidden Sea aims to widen its consumer base, stand out on shelves, and position the product as a premium option.

 

The new label places a stronger emphasis on Hidden Sea’s whale motif, which refers to a whale fossil found in a vineyard in South Australia, in an area previously covered by the ocean. The brand’s larger purpose is to improve the health of the ocean; for each bottle solved, the brand has committed to removing the equivalent of 10 plastic bottles from the ocean.

 

Justin Moran from Hidden Sea wine 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 UK. 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.”

 

Originally released in the UK in 2018, Hidden Sea is available at Co-op, Sainsbury’s, Ocado, and Booths. The new labels will hit shelves from July 2024 onward.