Wine challenger Nice has opened its latest funding round to the crowd as the brand readies itself for a major distribution push and the launch of new products.
The business launched a campaign on the Crowdcube platform to raise additional funds to support NPD, deepen off-trade penetration, expand wholesale partnerships and drive international growth, with a launch planned in the Netherlands.
It has brought in just more than £50k from 68 investors so far to complement the £450k raised earlier in the year from angels.
Jeremy May, who co-founded Nice with Lucy Busk in 2019, said there was no target in mind for the crowdfunding campaign, with the round designed to offer the public a chance to invest for as little as £50. Nice raised £1.1m from the crowd in 2023 on the Seedrs (now known as Republic) platform.
Nice is set to roll out cans of Argentinian malbec in more than 250 Sainsbury’s Local stores, alongside existing listings for its sauvignon blanc and pale rosé. The entire Nice canned wine range is also launching into Majestic Wine retail stores, opening up more than 200 additional points of sale.
It sits alongside other current off-trade listings with Sainsbury’s, Morrisons, Co-op, Ocado, WH Smith and Amazon, as well as on-trade distribution in sports stadiums, music venues, pubs, bars, and restaurants, and a presence with train operators and airlines such as Virgin Atlantic.
Nice initially launched as a canned wine brand but has broadened its offering to bottles and boxes. It has now sold the equivalent of 30 million glasses of wine over the past seven years.
Revenues reached £5.7m in 2025, following compound annual growth (CAGR) of 69% since 2020, and the business has since moved into profitability.
“When we launched in 2019, the idea of selling 30 million wines felt like a distant, lofty ambition,” May said.
“Reaching that milestone proves there is huge appetite for a modern wine brand that strips away pretence and fits seamlessly into how consumers actually live and socialise today.
“With massive headway remaining in both existing and new accounts, alongside plans to expand our range with new formats and wines, including a new and innovative rosé dropping in the coming weeks, this raise gives our community a chance to join us as we target our next 100 million wines.”
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