AFL legend Richie Vandenberg’s wine brand aims to remove 1 billion plastic bottles from our oceans | #576

AFL legend Richie Vandenberg’s wine brand aims to remove 1 billion plastic bottles from our oceans | #576

Today’s guest happens to have captained the mighty Hawks, the Aussie Rules Football team I’ve supported all of my life. And sure … there may be the odd fanboy moment during our chat. But, he’s also the founder of a disruptive wine brand that’s laser-focussed on removing one billion plastic bottles from our oceans by 2030. It’s episode-on-a-mission, 576 of The (12 year-old, award-winning) Small Business Big Marketing podcast.


A little more about The Hidden Seas founder Richie Vandenberg …

Richie Vandenberg is the co-founder of the Australian wine brand, The Hidden Sea, which has one simple mission: For every bottle sold, they will remove and recycle 10 plastic bottles from the ocean. 

Since hanging up his boots as the former Captain of the Hawthorn Football Club, Richie has dedicated his time to helping clean up the world’s oceans. 

He doesn’t class himself as some kind of environmental warrior … just someone who’s socially aware of the impact us humans are having on the environment, and offering a simple, tangible and quantifiable way of making a positive difference.

We cover plenty of business and marketing ground here, but I think the most interesting part of this chat is around whether all businesses (no matter what their size) should attach themselves to a cause.

You be the judge.

Here’s Richie talking about life post football …



Timbo’s Top 3 Attention Grabbers from my chat with The Hidden Seas co-founder Richie Vandenberg …


  1. I loved his thinking around creating a brand that acts like a brand.
  2. I love their Ambassador program, and especially how they celebrate each of the Hidden Seas ambassadors on the website under Allies.
  3. I love how they’ve attached themselves to a cause that’s 100% relevant to the brand name Hidden Seas. And as Richie says “If nothing else, it’s a great reason to start a conversation with a possible strategic partner.”



Other interviews with past sporting heroes on The Small Business Marketing Podcast


Interview with Steve Bradbury

Interview with Matthew Pavlich

Interview with Michelle Bridges



Last Week’s Episode of The Small Business Big Marketing Podcast


Dr Phil is doing his best to keep people off his operating table




Thanks for tuning in. May your marketing be the best marketing.






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