The Hidden Sea Reaches Major Sustainability Milestone

In just 18 months, the wine brand has removed over 10 million single-use plastic bottles from the ocean 

After an epic year launching across four high-street retailers, mission-led wine brand, The Hidden Sea, has removed the equivalent of more than 10 MILLION single-use plastic bottles from the ocean. This staggering environmental milestone is a welcome achievement as The Hidden Sea works to achieve its goal to remove and recycle one billion bottles by 2030. 

By removing and recycling the equivalent of 10 single-use plastic bottles for every wine bottle sold*, UK retailers and consumers have helped to make a direct positive impact on global ocean health. 

To mark the occasion, The Hidden Sea teamed with British Marine Biologist, Madeline St Clair, to release an emotionally charged letter from the ocean to compel everyone to work together to rid the ocean of single-use plastics. An integrated PR and digital campaign will urge consumers to become changemakers as it works toward the one billion bottle target. 

Justin Moran, co-founder of The Hidden Sea, said: “Smashing this milestone is a fantastic achievement, and we’re grateful to retailers in the UK for getting behind us. This moment demonstrates that consumers—when given the opportunity—will make more socially-conscious meaningful choices if they place them at the heart of a movement. But the job is not done; we’re on a mission to remove one billion by 2030. To achieve this goal, more support is vital—so, we’ll be investing heavily to sound the alarm, drive awareness, get the support of further retailers, and drive consumers to store.” 

Marine biologist Madeline St Clair, who recently ventured to untouched parts of Greenland in an eco-expedition, said: “Our expedition set out to document plastic and climate change in areas that are only now accessible due to the melting sea ice. Though most of the ocean we encountered appeared to be pristine, to see visible plastic pollution in such remote areas was sobering.  

“The Hidden Sea’s 10 million bottle milestone is a wonderful example of how businesses can affect change when they put the planet at the centre of their focus. The world’s oceans are vital to the health of the planet and the simple truth is that plastic, of any kind, does not belong in the world’s waters. 

“To truly make a difference, we need to pull together in order to affect change and reverse the devastation caused by single use plastic. “ 

To clean up the ocean, The Hidden Sea works in partnership with ReSea Project, a Danish organisation committed to removing ocean waste plastic 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. 

On top of this incredible milestone, The Hidden Sea has entered a licence agreement with Climate Active with the goal of achieving carbon neutral status for its range of wines for vintage year 2021 and onwards. The company is currently measuring its carbon footprint from grape growing all the way through to customers taking ownership of the wines produced. Additionally, the wines are 100% vegan and the winery is solar powered.  

Co-founded by Aussie rules football star-turned-winemaker Richie Vandenberg, and eco-conscious entrepreneur Justin Moran in 2021, the brand’s Sauvignon Blanc, Chardonnay, Rosé and Shiraz are stocked in Asda, Sainsbury’s, and selected Co–op and Booths stores. 

The Hidden Sea vineyards are in South Australia, which 26 million years ago, was covered by the Great Southern Ocean and home to a thriving marine ecosystem. A series of dramatic ice ages caused the ocean to recede, leaving the soil rich with nutrients and deep limestone deposits for the grapes to flourish today. The whale drawing on every bottle pays homage to an ancient fossilised whale skeleton that was discovered near one of their vineyards in Wrattonbully. 

For more information on The Hidden Sea, visit  

The wines are available to retailers via Kingsland Drinks – contact or visit the website: 

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