Howard Park’s Arbor Novae Collection
Howard Park’s wines have long been celebrated for their regionality, and the Arbor Novae range is no exception. The new wines showcase terroir in the truest sense – not only through expressing site-specific regional character in the glass but also through active reinvestment back into the land. Bringing to life the winery’s commitment to sustainability, for every bottle of Arbor Novae sold, $1.50 will be donated to Carbon Positive Australia. This initiative will help support local tree planting and landscape restoration for a carbon positive future.
Founded in Western Australia, Carbon Positive has restored degraded lands Australia-wide through ecologically sensitive planting for over 20 years. Through its work, the charity has planted 6 million trees and captured 665,921 tonnes of carbon. Investing in the land for future generations is at the core of Howard Park’s viticultural philosophy, with the team working consciously behind the scenes to prioritise sustainability in its winemaking and business. Arbor Novae is another step in this journey.
Blend Public Relations worked with Howard Park Wines to launch this special range on Earth Day in April 2022. Through an integrated social, digital and PR campaign, we highlighted the important sustainability initiative behind this range the winemaking pedigree to support it.
For the launch, we partnered with eco-lodge Spicers Retreat in the Blue Mountains to offer a lush accommodation package for one lucky winner if they purchased Arbor Novae during the launch period. This giveaway was supported by a targeted paid social campaign through select social content creators. Additionally, wine critics were given the wines well ahead of launch to review the portfolio. And ahead of Earth Day, an eco-friendly pack of wines (with media materials printed on seed paper) was provided to media to experience the brand story for themselves.
We love the work Howard Park Wines is doing to leave the planet in a better place for future generations and love the features and reviews placed in Halliday Magazine, WBM, Drinks Trade, Better Homes & Gardens and Delicious Magazine.