Winemaker St Hubert’s erects seed-spreading, biodegradable billboards

May 15, 2023 |

In Australia, winemaker St Hubert’s has promised to deploy 100,000 biodegradable seed pods using drone technology from AirSeed, and is advertising its efforts with billboards that also contain seeds and biodegrade.

The campaign for St Hubert’s The Stag cabernet sauvignon will focus on Victoria’s Winton Wetlands, an area hit hard by extreme weather. The billboards were created in collaboration with The Glue Society and contain the same AirSeed pods, which deliver seeds for plants suited for the environment.

“With our roots quite literally embedded in agriculture, it’s crucial as an industry we do what we can when it comes to preserving the Australian landscape,” Ben Culligan, marketing and category director for St Hubert’s parent company, Treasury Premium Brands, tells Brandt.  “St Hubert’s The Stag has long had a focus on the wilderness, so the opportunity to partner with a company such as AirSeed was a natural fit. Together, we’re committed to helping rewild some of Australia’s most fragile ecosystems and we’re incredibly proud to help champion AirSeed’s vital work.”

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