Old Pulteney Single Malt Scotch Whisky announced its partnership with Sustainable Surf, a California-based non-profit that protects and restores ocean health by shifting people to a highly desirable, low-carbon, ‘Deep Blue’ lifestyle.
This is the first U.S. partner in Old Pulteney’s new global media campaign, Rise With The Tide. Known as ‘The Maritime Malt’, the distillery is highlighting its coastal roots by following inspirational stories of those whose lives have been shaped by the sea.
Founded in 2011 by Michael Stewart and Kevin Whilden, Sustainable Surf was created as a non-profit organization to unlock the potential of the global surf community and encourage them to become leaders in protecting ocean health and creating a sustainable future. Since its inception, they’ve had a significant impact around the world by helping surfers and surf companies choose more sustainable alternatives to protect ocean ecosystems.
The Rise With the Tide Sustainable Surf episode (watch below) explores the question: Can surfers can change the world? Filmed in California, Stewart and Whilden share their vision on how the surfing community and consumers can live a more ocean-friendly life, one that is better for themselves, the community and ultimately the entire world. Their drive to find a way to solve the most pressing environmental issues facing oceans today lead Sustainable Surf to create innovative programming such as The ECOBOARD Project, which reduces carbon footprints, increases the use (and reuse) of renewable, recycled and up-cycled inputs, and reduces overall toxicity within the surfboard manufacturing process.
“We’re stoked to be collaborating with Old Pulteney to have this platform for sharing our story,” said Michael Stewart, co-founder of Sustainable Surf. “Similar to our friends at Old Pulteney, we know rewards are gained with patience and dedication. They wait 12, 15 or even 18 years to enjoy the fruits of their labor, and much like them, we’ve dedicated ourselves to the long-term process of ensuring that future generations can enjoy healthy oceans too. When we first jumpstarted the movement for building dramatically more ocean-friendly surfboards about a decade ago in California, no one knew what an ‘Ecoboard’ was – now you can buy a certified ‘ECOBOARD’ from over 250 participating brands all around the globe, and the world’s top professional surfers are using them in competition on the world stage, and winning!”
This partnership coincides with the U.S. launch of Old Pulteney’s updated range of single malts. The relaunched portfolio now includes three new Highland expressions: non-aged smoky Huddart, a 15 Year Old, and an 18 Year Old as well as its signature 12 Year Old.
Rise With The Tide was launched in the UK earlier this month with the introduction of the campaign’s first partner, renowned cameraman Doug Allan who specializes in wildlife filming, particularly underwater. His 35-year career has seen him work on more than 65 films and documentaries, including the renowned “Blue Planet,” narrated by David Attenborough. An outspoken ambassador for protecting our oceans against the effects of climate change, his life has been shaped by the sea, starting from the moment he tried on his first diving mask and learning to dive in Scottish waters.
“The sea has presented incredible opportunities for so many in many different ways. Rise With The Tide is about sharing these stories, and to provide a platform for those using the sea’s power to do good, like Sustainable Surf,” commented Malcolm Waring, Pulteney Distillery Manager. “Kevin and Michael know all about the power and rewards of the sea, and that’s a value we hold dear here at Pulteney. They work tirelessly to harness the power of the global surfing community to protect the future of their ocean playground. They changed the game by recognizing that their sport can be used as a platform to encourage a more sustainable, eco-friendly way of life, and the development of The ECOBOARD Project has made this a possibility for so many around the world.”
Old Pulteney’s story has been inseparable from the sea since the first barrel was filled in 1826 – it’s embedded in the taste and is viewed as a silent partner. The new campaign brings this maritime heritage to the fore, recognizing the importance the sea plays in not only the creation of Old Pulteney whisky, but in the lives of so many throughout the world.
