Only a few years ago, if you wanted wine on-the-go your options were limited to the semi-palatable 187ml PET plastic bottle or its unhelpful sibling, the pseudo-wine glass with a foil lid. Neither have a great OTG consumption experience and where other categories brimmed with innovation - wine was far behind.
Cue NICE, who launched in 2019 on a mission to solve the ‘OTG wine headache’ with wine in a can. Wrapped in a bright, crowd-pleasing brand and aimed at democratising wine without compromising on its quality, NICE is a brilliant case study in how to break old category codes, while honouring the right traditions.
Fast forward to today, the category has evolved and so has NICE. Hot off an elevated rebrand designed to propel NICE far beyond its can-only origins, the future of wine is looking pretty NICE.
We caught up with co-founder Lucy Busk in the You, Me & CPG Studio to talk rebrand, cultural relevance and how to crush old codes for growth.
Here’s a snapshot of what we discussed:
How To Decide Which Category Traditions Break (And Which To Keep)
Why Wine Should Behave More Like A Beer In The On-Trade
How To Crack Cultural Relevance And Real Life Brand Building
Why Agency Relationships Are Critical to Creative Success
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