Challenger wine brand Bowl Grabber has raised a six-figure sum to fund its aim to shake up the wine industry.
The start-up offers wine across multiple formats – bottles, cans and bag-in-box – and has grown sales to £500k in its first year, with retail listings at Ocado and Amazon.
It secured more than £200,000 from a group of strategic backers to raise brand awareness, hire sales staff and invest in NPD.
CEO Nick Palmer told The Grocer the business is targeting a new generation of drinkers who have been put off by “the stuffy conventions” of the wine category.
“We have the rather ambitious goal of becoming the most loved wine brand in the world,” he said.
“While other alcohol categories have had their ‘disruption’ moment, we don’t feel that has happened yet in the world of wine. And the result is a slightly dated, slightly dusty category that younger consumers are turning away from.
“We want to be the first wine brand a new generation of drinkers truly resonate with.”
Bowl Grabber’s branding is designed by an Instagram illustrator Egle Zvirblyte, while its wine is selected by master of wine Barry Dick.