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