London-based, female-led wine startup, NICE (www.nice-drinks.co.uk), has had a stellar year. Fresh from a summer hitting up over 65 festivals and supplying their canned wine to Wimbledon Tennis, Chelsea FC, Lords Cricket Ground and The Brighton Fringe, NICE is now widely available from over 4000 points of sale and the business is enjoying 300% year on year growth. The distribution includes Sainsbury’s, Ocado, Amazon and WHSmith, as well as sports stadiums, music venues, theatres, cinemas and independents.
In Autumn 2021 the business will be capitalising on this period of intense growth by launching a trio of Boxed Wines with Ocado, Amazon and nice-drinks.co.uk (RRP: £21.50 per 2.25L box). The move comes amid huge growth in the boxed wine category, and as a direct reaction to NICE’s consumer insight programme.
Lucy Wright, Co-founder of NICE explained that:
“One of our key principles as a business is always to be led by our consumers, and they told us that they loved the flexibility and convenience that having great tasting wine on tap in their homes would provide them.”
That consumer sentiment is supported by the market data, which according to Nielsen shows that boxed wine has grown to 7% of total still wine sales in supermarkets, and a market value of over £400m.
NICE is the fastest growing canned wine brand in the UK, and the largest brand in still canned wine, and with their newest packaging innovation, NICE are getting set to establish themselves as a Future Wine Company, with the vision to make environmentally conscious wine products for everyone, and every occasion – it’s “Wine for Whenever”.
WINE IN A BOX
Each NICE Boxed Wine is equal to three bottles, nine cans, or 18 small glasses of wine, it lasts longer in a box (as it won’t oxidise and go iffy!) staying fresh for six weeks after opening – result! Just unleash the tap for your quick-one-wine, cosy-wine, chi-chi wine, whatever tickles your fancy wine.
Each of the wines is vegan, because…why not. The box and bag are fully recyclable, so pop it in the recycling and give it the chance of a brand-new life.
NICE Sauvignon Blanc (11.5% ABV) is dry, crisp, with a wink of peach: this classic French white, from the Cotes de Gascogne region, is seriously up for anything – it’s your wing-wine, welly-wine, telly-wine, whatever-wine whenever.
When you need to visualise the South of France, NICE Pale Rosé (12% ABV) is crisp, dry and proudly pale. From just outside Montpellier, this pale pink’s a bit of a tease…it shows just enough strawberry to keep you keen and loves a party, picnic or tempting sofa.
Try the juicy, darkly fruity and smoothly Argentinian NICE Malbec (13.5% ABV), this medium bodied wine has wicked depth and gives reds a good name. NICE Malbec hails from Mendoza in the foothills of the Andes and will happily charm your friends given half a sip.
A BRIEF HISTORY OF NICE
Known for innovation, NICE put wine in a can in 2019, launching Pale Rosé and Sauvignon Blanc in recyclable, 250ml slimline cans; 2020 saw NICE canned Malbec join the range and all three wines were also launched in 187ml cans, ideal portioning for events, bars, festivals, quick serve restaurant and grocery delivery – offering a wine for all tastes and occasions. 2021 sees the female-powered brand (90% of the growing team are women) cement their place as future-wine pioneers, with the launch of NICE Wine in a Box, offering the same winning trio of varieties in a new format – fresh, good quality and on tap.
NICE make great tasting wine from wineries they love, and whether you’re after a light, perfectly portioned canned wine for the train or boxed wine to tap up for your Christmas celebrations, they make it for when you want it. Because they’re NICE like that. Head to Ocado, Amazon or nice-drinks.co.uk to try NICE Wine in a Box, from October 2021.
NOTES TO EDITORS
- Neat Burger
- Wimbledon Tennis
- Chelsea FC
- Aston Villa
- Lord’s Cricket
For more information, please visit www.nice-drinks.co.uk
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