Boutique Australian winery Ampersand Estates is launching a new vintage to show how the climate crisis will limit the industry’s output – and to encourage wine drinkers to participate in their solution.

“Tomorrow’s Vintage,” designed by Taxi, features bottles of Shiraz that are only partially filled, reflecting the year in which the effects of climate change will take effect. The 2040 bottle is 86% full, because only 86% of wine-growing regions are projected to still be usable by that year. The 2080 bottle is only 56% full, while the 2100 bottle shrinks down to 44%.

“Many of us equate climate change with rising sea levels, floods and bushfires,” says Corrie Scheepers, co-founder of Ampersand Estates. “This is a far less abstract reminder of what we can expect. If we don’t do something, good wine is one of the things we’ll lose.”

The winery partnered with the Wildlife Land Trust to offer people a scannable code on the bottle. The code allows people to sign a conservation agreement with the Trust, which in turn, helps landowners protect their land from environmentally-harmful activities and conserve the ecosystems that support Australia’s wine-growing regions. According to a 2020 study published in the journal of the U.S. National Academy of Sciences, a global temperature increase of just 2°C could render 56% of current growing regions unusable.

“We didn’t just want to create awareness, so our bottles double as something actionable by allowing people to protect the very thing they’re drinking,” says Zachary Richman, associate creative director at Taxi.

Bottles of the 2040, 2080 and 2100 wine – along with fully-filled 2021 bottles – are available in Australia, at tasting events and at Dan Murphy’s, the country’s largest liquor retailer.

Social media and PR are being used to drive awareness, and a “Tomorrow’s Vintage” website allows people to sign a conservation agreement or donate to the Wildlife Land Trust.

“This is our way of saying the glass is still half full,” says Melissa Bell, co-founder of Ampersand Estates. “We hope that ‘Tomorrow’s Vintage’ prompts thought and action. And it starts with protecting land today.”

Taxi created the campaign and is working with VMLY&R for Australian media.