Booths and Asda join The Hidden Sea’s mission to remove plastic from the ocean

Booths and ASDA are backing game-changing wine brand The Hidden Sea, which removes 10 single use plastic bottles from the ocean for every bottle of wine sold.

Kingsland Drinks, the exclusive UK distributor for The Hidden Sea Wine, secured Co-op and Sainsbury’s as retail partners when the wine brand launched in Spring 2021. The brand has gone from strength to strength in the UK ever since, becoming a favourite amongst consumers, wine writers and influencers.

From early November, Booths will list The Hidden Sea Shiraz – the first UK retailer to stock a red from The Hidden Sea – and The Hidden Sea Chardonnay. Meanwhile, supermarket giant ASDA will stock The Hidden Sea Sauvignon Blanc from now.

The Hidden Sea’s partner is ReSea Project, a Danish organisation committed to removing plastic from the ocean and recycling it, while also improving communities most directly affected by ocean waste and creating awareness about responsible waste handling. It currently operates in Southeast Asia, which is a major recipient of plastic waste from countries around the world, including the UK. 

The Hidden Sea has already removed over 6.9 million plastic bottles from the ocean and are on track to meet the audacious target of removing one billion by 2030.

Justin Moran, co-founder of The Hidden Sea, says: “The plastic crisis is a disgrace and we all need to be part of the solution if we want to live in a world fit to pass onto future generations. The support of Booth’s and Asda represent a massive stride towards our very clear goal; to remove single use plastic from the ocean. Having the brand front and centre of the wine fixture in such respected UK supermarkets means more consumers will be encouraged to stop and think about the choices they are making at the point of purchase.”

Pete Fairclough, brand manager at Kingsland Drinks, adds: “The Hidden Sea is an incredible brand and one which is relentlessly focused on affecting long term, real change and making a positive difference in the world. It’s a bold brand and one which is perfectly placed to attract a new breed of wine lovers to the category; from younger consumers and ones which seek out brands that have conscious, eco-focused agendas to those that are simply looking for delicious wine. It’s fun, gutsy and takes a no-nonsense approach to wine – and the liquid tastes exceptional, too.  We are proud to partner with such a brand, and very happy that two more major retailers have come onboard to join the mission.”

The Hidden Sea vineyards are located on the Limestone Coast in beautiful South Australia and were once covered by the Great Southern Ocean. Its mineral deposits have helped give The Hidden Sea’s wines a unique flavour profile. The whale depicted on every bottle is a sketch of a fossilised whale found under one of the vineyards, from which the fruit is used to make their wine today.

The Hidden Sea is being supported by heavyweight digital, PR and social media campaigns in the year ahead, alongside a drive to recruit online ambassadors for the brand.