London-based unpretentious wine company Nice (www.nice-drinks.co.uk) exists to make picking a nice wine easy. The female-led team is on a mission to redefine the way the world wines and is recognised for innovating in formats such as canned, boxed, low ABV and wine on tap – making wine more inclusive, less intimidating, and bringing a fresh outlook to the industry. August 2024 sees Nice launch a definitive evolution for the brand with a refresh which introduces a new angular and dynamic logo, a brighter and bolder pink hue (pink is a cornerstone of the brand, which has become entrenched in the Nice brand personality, from the team’s pink jumpsuits to their look and feel across their site) alongside an even more ownable tone of voice, which plays on Nice’s position as a disruptive wine brand, breathing new life into a category that customers find confusing, intimidating and stuck in the past. Nice has updated the packaging across the total wine solution, from cans to bottles and their new range, their first full sized, full strength, classic format wine.
In a growing and deeply competitive wine aisle, Nice’s brand refresh sharpens and improves their distinctive assets, including their use of pink and their striking logo, elevating the Nice brand and positioning it for continued growth and category disruption.
Co-Founder of Nice, Lucy Busk, says of the brand refresh, “We’re so excited to see our re-fresh live across all of our formats and channels. This refresh has successfully elevated the parts of Nice that we love and allowed us to lean even further into our position as a disruptor in a category that is confusing, intimidating and a bit stuck in the past. It’s wine, it’s nice, let’s not over complicate it.”
NEW FULL-SIZED RANGE
Summer 2024 also sees Nice launch a trio of full-sized, full-strength wines, for the first time (£10 per 75cl bottle, available from Nice and Amazon), the classic format wines are the first in the range to launch with the new branding and round off the offering, creating the Nice total wine solution – wine that pairs well with whatever.
Bottled Nice means no more getting lost in the wine aisle. Choose from crisp, dry and peachy French Sauvignon Blanc for unparalleled likability; pale, slightly strawberry Rosé from the South of France; and deep, smooth Argentinian Malbec that’s easy to like and hard not to love. Crowd-pleasing liquid, in a classic format, it’s wine you can count on.
Lucy Busk, Co-Founder of Nice says, “We know that 95% of wine sales are from a bottle and many consumers find the category incredibly confusing and intimidating. Having now built a loyal fan base of Nice customers, and with over 7,500 distribution points, we know there’s space for the Nice brand within the bottles category. We’re here to offer consumers a great looking brand with clear messaging allowing more people to enjoy our quality wines, however, wherever and with whoever they want to.”
Summer 2024 also saw Nice’s canned wines (Pale Rosé, Sparkling White & Sauvignon Blanc, RRP from £2.50 per 187ml can) roll out nationwide across ASDA, Morrisons, Co-Op, WHSmith Travel and Wizz Air, totalling more than 2,500 new distribution points.
East of England Co-Op has also listed Nice canned, boxed, bottled and Session low ABV wines, the first time that Nice’s total wine solution has been seen together. The supermarket has embraced the brand, displaying the full range in its entirety, a unique opportunity for the consumer to visualise the breadth of the offering.
Co-founder of Nice, Lucy Busk, adds, “Since creating Nice five years ago with my co-founder Jeremy May, we’ve been laser-focused on redefining the way the world wines by getting our quality, unpretentious wine into as many places as possible.
Securing four new nationwide listings for our canned range, a new airline and seeing our total wine solution go live in Co-op, all within a few weeks of each other, has marked a massive shift in the way consumers are drinking and enjoying wine. We have so much more in the pipeline for 2024 and can’t wait to further our mission.”
NICE WINE
- Nice Sparkling White Wine (10% ABV)
- Dry, Crisp and Sparkly: a Spanish Airén from La Mancha, Spain, with extra party appeal
- Nice Sauvignon Blanc (11.5% ABV)
- Dry, crisp, with a wink of peach: a classic French white from the Cotes de Gascogne region
- Nice Pale Rosé (11% ABV)
- A crisp, dry and proudly pale rosé from South of France, just outside Montpellier
- Nice Malbec (13.5% ABV)
- Juicy, darkly fruity and wicked depth, his medium bodied wine hails from Argentina in the foothills of the Andes
- Nice Merlot (13.5% ABV)
- Juicy, darkly fruity and as smooth as your best one-liner. This french Merlot will charm your friends given half a sip
- Nice Session Sauvignon Blanc (3.4% ABV)
- Made with Sauvignon Blanc grapes, this is Session Wine is dry, crisp, fresh with a little wink of tropical citrus
- Nice Session Merlot (3.4% ABV)
- Made with Merlot grapes this Session Wine is juicy, fruity, and smooth with a little flash of spice
NICE CANNED WINE – Available from Sainsbury‘s, Amazon, Ocado, ASDA, Morrisons, Co-Op, WHSmith Travel, Amazon and directly from Nice.
Nice put their favourite Sauvignon Blanc, Pale Rosé, Merlot in 187ml cans (RRP £2.50). Each of the wines are vegan and the cans are light, fast-chilling and 100% recyclable, forever. Prefer to shop indie? Nice is the fastest growing canned wine brand in the UK and the largest independent brand in still canned wine, found at over 4000 outlets around the country.
NICE BOXED WINE – Available from Amazon, Ocado, Co-Op and directly from Nice.
Find the Nice trio in a new Boxed Wine format (RRP £21.50); equal to three bottles, nine cans, or 18 small glasses of wine, which lasts longer in a box (as it won’t oxidise and go iffy) staying fresh for six weeks after opening. Just unleash the tap for your quick-one-wine, cosy-wine, whatever tickles your fancy wine. The box and bag are fully recyclable, so pop it in the recycling and give it the chance of a brand-new life.
NICE CANNED SPARKLING WINE – Available from Sainsbury‘s, ASDA, Morrisons, Co-op, Ocado, Amazon and directly from NICE.
Launched in June 2023 to the on-trade Sainsbury’s in Autumn ‘23, Nice’s Sparkling White Wine (RRP £2.50 per 200ml can) is dry, crisp and sparkly vegan and it’s an easy drinking 10% ABV.
NICE SESSION WINE – Available directly from NICE, Ocado, Amazon and Co-Op
January 2024 saw Nice launch their first ever, lower ABV (3.4%) Session Wine (£10 per 75cl bottle). Beer drinkers are familiar with session lagers and IPAs, now, thanks to NICE, wine is now Sessionable too. Nice Session wines have been developed to taste like a full-strength wine, not compromising on the taste profile and mouthfeel you’d expect from your favourite wines.
Nice is all about putting the consumer first, quite a new thing for wine, allowing everyone to have easy access to the Nicest possible ways to wine. The Nice team lives by the mantra ‘lead and don’t follow’ and if that means disrupting the wine industry with a fresh approach, then that’s what they’ll do (and they’ll be wearing pink jumpsuits whilst doing it).
