Pioneers in experience-led public relations, BMF, announced the latest client to the growing earned practice with the addition of The Hidden Sea. Founded by Justin Moran and Richie Vanderberg, The Hidden Sea is a premium wine brand designed for socially-conscious consumers, who want to be part of something bigger than themselves.
Appointed as the US public relations agency of record, BMF will serve as a strategic communications partner in launching the brand in the United States and helping consumers connect with The Hidden Sea’s mission: to remove one billion single-use plastic bottles from the ocean by 2030. For every wine bottle sold across The Hidden Sea’s three varietals (Red Blend, Rosé, and Chardonnay), the brand will remove and recycle the equivalent of 10 single-use plastic bottles from oceans and waterways. Since July 2020, they’ve removed over 13.7 million bottles.
“The Hidden Sea is not creating another drinking moment, we’re creating a movement with measurable impact,” says Justin Moran, Co-Founder of The Hidden Sea. “On the heels of a wildly successful debut in the UK market, we’re excited to invite socially-conscious wine lovers in the US to join us as we sip our way to a better tomorrow.”
The Hidden Sea’s mission stems from the founders’ personal experiences and the vineyard’s provenance. Australia’s Limestone Coast, where The Hidden Sea’s vineyards are based, was once covered by a vast ocean and home to a thriving marine ecosystem. Now, mineralized relics—including a 26-million-year-old whale fossil and an extensive museum of marine life—are buried beneath the alluvial soils of this wine region, which is a World Heritage Site.
As a brand committed to sustainability, The Hidden Sea also:
- Is a solar-powered operation
- Is working toward being carbon neutral by the end of 2022
- Recycles its wastewater
- Composts organic waste material
- Is a member of Sustainable Winegrowing Australia®
- Is HACCP accredited
- Uses glass wine bottles that are infinitely recyclable without compromising quality
- Laser-prints their labels using organic water-based inks
- Uses cardboard cartons that are sourced through manufacturers that only use sustainable and recyclable materials. They also don’t add waxing or varnishing to the cartons, so they remain 100% recyclable
- Ensures that bulk shipping (for bottles to be filled at their destination) involves the wine being sent in 100% recyclable Flexi Bags (with no landfill involved at all). Furthermore, the ships are made from recycled bulkheads
“At BMF, we’re committed to working with brands that are mission-driven, authentic, and aim to bring positive change into the world,” says BMF Founding Partner and CEO, Bruce Starr. “We are thrilled to bring our unique brand of experience-led PR to The Hidden Sea and help the company launch in the US market through strategic, results-driven media relations.”
About Hidden Sea
The Hidden Sea is a wine brand with a clear promise: for every bottle of The Hidden Sea sold, they remove and recycle 10 plastic bottles from the ocean. Since July 2020, they’ve removed over 13 million bottles (229,030 kg) and have the audacious goal of removing 1 billion bottles by 2030.
Located in South Australia, which 26 million years ago was home to a thriving marine ecosystem, a series of dramatic ice ages caused the Great Southern Ocean to recede, leaving the soil rich with nutrients and deep limestone deposits for the grapes to flourish today. So, in 2015, entrepreneur Justin Moran and retired AFL star Richie Vandenberg, founded The Hidden Sea to honour this ocean heritage and make a positive, verifiable impact on the planet.
The Hidden Sea’s Red Blend, Rosé, and Chardonnay wines are vegan-friendly and grown in some of Australia’s most iconic wine-growing regions. Consumers can purchase The Hidden Sea from select stores, nationwide, or by visiting thehiddensea.com.
About BMF
BMF is an award-winning global integrated creative marketing agency with expertise in brand strategy, experiential, digital, influencer, talent, and PR. The agency conceptualizes and executes multi-channel programs that earn attention from key opinion leaders, engage with our clients’ target audiences, and create unforgettable brand experiences with lasting impact. BMF does this for brands who seek to have a meaningful role in the current cultural conversation. With teams working around the world, BMF recently produced 350 programs of which 50 were in 19 countries outside the US. Each of the programs we develop are unique—the red thread is our commitment to delivering ROI by humanizing brands in unexpected and impactful ways that are made to inspire. BMF is an LGBT-owned business certified by the NGLCC (nglcc.org) with diversity & inclusion as part of the agency’s core DNA. For more information, visit: www.wearebmf.com.
