COVER STORY: TAYLORS WINES SAVES SEAHORSES WITH EVERY SIP

Taylors Wines saves the seahorses with every sip

With a new design and two new varietals, the Promised Land wine collection supports conservation organisation Project Seahorse on its mission to conserve Australia’s coastal marine ecosystems, writes Molly Nicholas.

As Taylors Wines continues its mission to save the seahorses, the South Australian winery has unveiled its new-look Promised Land range along with the addition of two new varietals.

The colourful new design features the symbol of the seahorse prominently, a nod to Taylors Wines’ Promise to the Sea campaign where every sip supports global marine conservation organisation Project Seahorse.

Taylors Wines’ seahorse logo has always been a symbol of the family’s three generations of winemaking, and today it also represents the family’s dedication to sustainable winemaking in efforts that go beyond the vineyards. Mitchell Taylor, third generation Winemaker and Managing Director at Taylors Wines, explained why the partnership with Project Seahorse is so important to Taylors Wines.

“The new direction we’re taking with the range is a special one for the Taylor family,” he said. “We are incredibly proud of the support for Project Seahorse that we’re putting behind the new look Promised Land range and feel that ocean conservation and marine habitat restoration is an important cause that everyone can get behind.”

Project Seahorse is led by award-winning Marine Biologist Amanda Vincent and Co-founder Heather Koldewey, committed to the conservation and sustainable use of coastal marine ecosystems and the survival of seahorses. Founded in 1996, the organisation has made significant progress and measurable gains in marine conservation worldwide.

We are incredibly proud of the support for Project Seahorse that we’re putting behind the new-look Promised Land range and feel that ocean conservation and marine habitat restoration is an important cause that everyone can get behind.

-Mitchell Taylor, Managing Director, Taylors Wines

“Seahorses, much like grape vines, are an indicator species that raise the alarm on serious climate-related issues,” added Taylor.

“By setting up marine protected areas, drawing attention to harmful fishing practices, and regulating wildlife trade to increase seahorse populations, our ocean will be better for thousands of other species. We’d love retailers to join us in supporting this mission, which in turn, will do some good for the planet.”

As a prominent supporter of marine conservation, the collaboration with Project Seahorse follows Taylors Wines’ 2020 fundraising campaign SeaBnB, a partnership with the Sydney Institute of Marine Science, which raised more than $30,000. Raising funds for seahorse rehabilitation projects, the proceeds have funded underwater ‘hotels’ in areas where the endangered White’s Seahorse’s natural seagrass habitats have been destroyed.

Affordable wines for every palate

Originally named after a special area of land on the Taylors Wines estate at the southern end of the Clare Valley wine region, the range now explores the diversity of South Australia’s premium wine regions, including fruit sourced from Padthaway and the Limestone Coast.

Targeting consumers who are looking for an easy-drinking wine that is ideal for casual occasions, the Promised Land range acts as the perfect entry level wine to the wider Taylors portfolio.

“Since it first launched, The Promised Land range has utilised an element of fun, bright colours in its label design. The new direction takes the bold use of colour one step further, bringing in a bright, trendy palette to showcase the range of varieties we have in the portfolio,” said Taylor about the new direction for the collection.

“The palette also lends itself to the casual and carefree style of these wines – they are approachable, easy drinking and super food-friendly, and the design helps deliver that personality. There is also our signature seahorse as a focal point of the design, which connects directly to our Promise of the Seas campaign.”

All wines in the collection retail at $16, an affordable price point that appeals to curious and value-driven customers. As well as the new look, Taylors Wines has added two new varietals to the range, a 2022 Promised Land Sauvignon Blanc and a 2022 Promised Land Rosé, joining the heartland varieties that Taylors is known for.

“Customers looking at wines in this price point want to ensure they are getting value for their money, and the Promised Land delivers it in spades. These are highly awarded wines crafted in Taylors’ signature style, so if you can open a bottle for customers to sample during their visit to your store, it’s an easy way to demonstrate the value these wines provide for everyday drinkers.

“The Promised Land wines have been an exceptional performer in the Taylors portfolio since it launched in 1998. While it features classic varieties like Shiraz and Cabernet Sauvignon, it also offers styles like Pinot Noir and Rosé, which have become a regular selection of many wine lovers’ repertoires.

“Our Promised Land wines also perform extremely well on the international award show circuit, with the range collecting seven trophies and 110 gold medals since its launch.

“The star performers in the Promised Land range, […] the Promised Land Shiraz, Shiraz Cabernet and Cabernet Sauvignon releases are highly awarded wines and our top sellers in the range.”