The Hidden Sea.
Australian wine brand The Hidden Sea has appointed independent agency Cummins & Partners its strategic creative and media agency.
The partnership marks a new chapter for The Hidden Sea as the brand looks to establish itself as one of the world’s most culturally relevant modern wine brands.
The Hidden Sea co-founder Justin Moran said the business was focused on far more than simply selling wine.
“Wine has spent too long sitting safely on shelves while other categories have captured culture, occasions, and attention,” Moran said.
“We want to build a brand people genuinely feel part of. The Hidden Sea sits at the intersection of great wine, ocean health, lifestyle, and purpose. That gives us permission to behave differently and think much bigger.”
Moran said Cummins & Partners stood out because of its deep category experience and shared belief that wine needs to evolve culturally.
“We studied the work Cummins did in helping premiumise Jacob’s Creek and turning wine into something people talked about differently.
“What excited us most wasn’t just the creative pedigree. It was the shared belief that wine as a category needs fresh energy, modern thinking, and brands willing to take risks.”
The brand removes and recycles 10 plastic bottles from the ocean for every bottle sold through global cleanup partnerships and ocean conservation initiatives.
Cummins & Partners founder and chief creative officer, Sean Cummins, said the wine category was primed for reinvention.
“Craft beer changed the culture around beer. RTDs completely reshaped occasions and consumer behaviour. Wine now has an opportunity to rediscover its place in culture,” Cummins said.
“The Hidden Sea is one of the few wine brands we’ve seen with genuine emotional relevance beyond the bottle. It has purpose, personality, momentum, and ambition. That combination is rare.
“There’s a new generation of consumers looking for brands that feel optimistic, social, and connected to something bigger than the product itself. The Hidden Sea has all the ingredients to become one of those brands.”
The Hidden Sea CEO and co-founder Richie Vandenberg said the opportunity for wine to connect with a new generation of consumers was substantial.
“There’s a huge opportunity to bring new people into wine by making it feel more inclusive, more social, and less intimidating,” Vandenberg said.
“The next generation of wine drinkers want experiences, connection, authenticity, and brands they’re proud to be seen with. That’s exactly where we’re headed.”
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