Female-led, canned wine company NICE is pioneering wine innovation selling one can of wine per 10 seconds.
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Growth of NICE
London-based wine startup, NICE听is defining what it means to be a听future wine company;听the female-led team is听innovating with formats, putting consumers first for their wine-drinking occasions, making wine more inclusive and less intimidating, and bringing a fresh outlook to the business of wine.听With听4,000 points of sale,听NICE听sells a can of wine every 10 seconds; the small, ambitious team is experiencing听400% growth so far in 2022听compared with the same period in 2021.听The business is forecasting sales of 拢5.1million in 2022听(having posted a听拢1.6million turnover in 2021). Distribution includes听Sainsbury鈥檚, Ocado, Amazon, WHSmith, all Virgin Atlantic flights, Wagamama, Domino鈥檚 Pizza,听as well as over 30 major听sports stadiums, music venues, airlines, theatres, cinemas听and听restaurants;听you can also expect to catch听NICE听at听over 100 festivals听this summer.
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NICE Canned Wine Market Share & Team Growth
Canned wine鈥檚 share of the overall off-trade (grocery) wine market has doubled in the last two years to 8%,听with Nielsen reporting that听the category is up 47% (+拢4M)听since last year, bringing the total value of canned wine in UK grocery to听拢12.5m. *Nielsen total market miniatures data w/c 12th March 2022.听NICE听is the听fastest growing canned wine brand in the UK, the number one canned Ros茅听and the听largest independent brand in still canned wine, with an overall听market share of 23% of the UK off-trade still canned wine market.
NICE听is听leading the way in bringing canned wine to quick serve restaurants, festivals and venues;听taking the last 12 months of can sales,听NICE鈥檚听estimated听retail sales value in the on trade is over 拢10 million. Harnessing the听sustainable credentials and versatility of canned wine听during lockdown,听NICE鈥檚听growth has meant they鈥檝e been able to go from a听team of just four in 2021 to fifteen听today, with听75% of the leadership team being women. With hires across sales, marketing and logistics and a听new Vauxhall HQ听in 2022,听NICE鈥檚听growth is set to continue apace.
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Expanding into Boxed Wine & Wine on Tap
Not only is the business expanding, but also the range, and with it, the innovation.听NICE听boxed wine听launched to听Ocado听and听Amazon听at the end of 2021 offering their white, red and ros茅 in 2.25l boxes, catering perfectly to parties and picnics; proving to be a hit with Ocado shoppers,听NICE听is already the leading听independent boxed wine. One of the fastest growing segments within still wines,听the boxed wine category has grown by听拢60M since 2020, and is now worth 拢324m; this represents more than 5% of all wine sold in supermarkets. *Source: Nielsen total market still wines data w/c 12th听March 2022.
With听NICE听canned wine already popular in fast casual dining, restaurant delivery and pubs, the brand has recently launched听20 litre keg wine on tap听with听Boxpark Shoreditch听and听Newcastle Central Park.听Having听NICE听on tap enables sites to听improve speed of service, save on space, eliminate waste听and offers听a smaller carbon footprint than glass.
