The social paradigm of the liquor consumer is evolving as we move into a new decade. It is a time where people are actively looking to support liquor companies who not only want to make a difference, but are actively doing so.

The development of this consumer trend has been recognised by a number of companies in recent years. One example from 2020 includes Australian wine brand The Hidden Sea partnering with ReSea Project in an initiative to remove the equivalent of 10 plastic bottles from the ocean for every bottle of their wine that is purchased in July 2020, and have since has removed 14,158KG of plastic from the ocean; the equivalent to 849,440 x 500ml plastic bottles.

Now was we move into 2021, the the social cause trend continues already, most recently with wine companies Invivo X and Taylor Wines beginning new partnerships to give back to different areas of society.


Invivo X to provide school meals

In December last year, Actor, Entrepreneur and Activist and Invivo X Co-founder Sarah Jessica Parker partnered with FEED Projects to commit 330,000 school meals for children.

To recognise the partnership, Invivo X will be sending limited edition ‘FEED’ necktag on bottles of Invivo X, SJP Sauvignon Blanc and Rosé to Australia in early 2021.

Jessica Parker said: “Hunger is not defined by gender, race or education and has soared across the globe exponentially in the wake of the COVID-19 pandemic. It is especially heartbreaking so many children are affected.”

Produced in Marlborough, New Zealand, Invivo X, SJP Sauvignon Blanc first launched in Australia in 2019. Since its release in multiple markets, it has quickly sold more than 500,000 bottles around the world.


Taylors saves the Sydney seahorses

Family-owned South Australian winery Taylors Wines announced in late 2020 that it has partnered with the Sydney Institute of  Marine Science (SIMS) to launch an initiative to save Australia’s Endangered White’s seahorse (or Sydney seahorse) from extinction.

The SeaBnB campaign is a fundraising initiative calling on Australians to give these underwater equines a temporary home while SIMS researchers work to rebuild their permanent, seagrass habitats.

One hundred per cent of donations (less any transaction fees) will go directly towards SIMS’ research projects with the aim to fully restore the seahorse’s natural habitats and give these animals a fighting chance to avoid extinction. Taylors Wines kicked off the fundraising by donating $10,000 itself.

Taylors Wines third-generation Winemaker and Managing Director, Mitchell Taylor, said: “I’ve always been fascinated by the great work that SIMS does and I’m blown away by the innovative research they are doing to restore the homes of these precious marine animals.”

“Seahorses, much like grapevines, are an indicator species that raise the alarm to serious climate-related issues. It’s very important we do what we can to reverse their population decline before it’s too late.”

Taylor Wines’ Mitchell Taylor with SIMS’ Martina Doblin opening their new partnership.

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