Pure Island, a boutique, sustainability‑led wine brand crafted on a family‑owned estate in Marlborough’s Southern Valleys, launched exclusively with Dunnes Stores on 8 July. Rooted in purity, provenance, and respect for the land.
Premium by Nature — Estate Grown, Sustainable, Artisanal
Pure Island brings a fresh, authentic New Zealand wine experience to Irish consumers — the David in a world of wine industry Goliaths, offering Real Marlborough, not Mass Marlborough. It’s premium positioning is built on attributes increasingly rare in Marlborough:
- Estate grown fruit from the family’s own Southern Valleys vineyard.
- Southern Valleys terroir delivering concentrated, mineral‑driven, vibrant wines.
- Artisanal production, low cropping and quality practices, crafted from bud to bottle.
- Family ownership, ensuring long‑term legacy, stewardship and quality over volume.
- Sustainably accredited practices focused on soil health, biodiversity, and low‑impact vineyard management.
These elements underpin Pure Island’s premium price point and meet growing demand for wines with authenticity, transparency, and environmental integrity.
Sustainability That’s Measurable — Not Marketing.
Pure Island’s environmental commitments are backed by audited, quantifiable progress, including:
- Sustainable Winegrowing New Zealand accreditation established 30 years ago.
- 28% lower CO₂ emissions in grape growing vs. the NZ national average and 18% lower than the Marlborough average.
- 405g lightweight bottles — a 45% reduction in glass weight since VINULTRA’s first vintage.
- Kraft‑based cartons with minimal white ink for improved recyclability.
- Inner‑free cartons, reducing material use and overall weight.
- Global shipping 10× more carbon efficient than trucking half the equivalent volume within Europe.
Aligned with Findlater’s ‘Give Wine a Future’ Initiative.
Pure Island supports Findlater’s research, which highlights that the biggest carbon impacts often occur beyond the vineyard — in water, energy, packaging, and transport. The findings reinforced that consumers want sustainable and ethical wines, but many are unsure what those claims truly mean, and are looking for brands that make it clear, credible, and easy to understand.
Sales & Marketing Director at Findlater & Co, Michelle O’Sullivan comments: “Findlater is delighted to partner with Pure Island to offer a premium sustainable wine that aligns with what consumers tell us they want. Our Give Wine a Future research shows people value sustainability but need it to be clearer and more meaningful. Pure Island delivers exactly that — a genuinely sustainable choice with the quality and integrity to justify its place as a premium option.”
Crafted by One of Marlborough’s Most Respected Winemakers
The wines are made by Eveline Fraser, one of New Zealand’s most respected winemakers, with 18 vintages at VINULTRA and previous tenure as Head Winemaker at Cloudy Bay. Her hallmark style — purity, precision, and expressive aromatics — defines Pure Island.
A Brand with Conscience — Legacy from Conservation to Community
Pure Island believes in legacy — supporting conservation efforts that protect New Zealand’s endangered wildlife. One of its key partnerships is with the NZ Nature Fund, including work to help save the at risk Pukupuku Kiwi, the smallest bird in the kiwi family with only 9 left in the South Island. This commitment extends to Ireland through its partnership with the Grace O’Malley Foundation, helping elderly people remain in their homes with dignity.
Co‑owner Fleur McCree comments: “Ireland and New Zealand share a deep connection — two islands shaped by nature, community, and authenticity. Pure Island is crafted with that same integrity. It’s a wine of purity and quality, vibrant with fruit and unmistakably Marlborough. We are a small, family‑owned producer in a world of wine industry giants — bringing Irish consumers Real Marlborough, not Mass Marlborough. I believe Irish consumers will connect naturally with its craftsmanship, its character, and the story it brings from our island to yours.”
In‑Store Launch
Pure Island will feature on dedicated free‑standing display units with bespoke recipes to pair perfectly with the wine. The label — showcasing its striking Nikau palm design — brings a breath of fresh air to engage shoppers and create an interactive in‑store experience.
To celebrate the launch, Pure Island Sauvignon Blanc will be available at a promotional price of €13.50.
