Wine challenger Nice has launched Going Places, a new 9% abv French rosé.
The NPD is the first release from a new Icons range by Nice, designed “to elevate everyday drinking moments while solving traditional wine friction points”.
It has landed via DTC and on Ocado (rsp: £12/75cl).
Made from Gamay and Floréal, a naturally lower-alcohol grape variety, Going Places had been engineered in response to a shift toward “longer, slower drinking occasions and lower-alcohol choices”, said Nice.
“People still love great-tasting wine, but they’re drinking differently now – earlier starts, longer occasions, and a real desire for fewer regrets the next day,” said Nice co-founder Lucy Busk.
Meanwhile, in a category dominated by “confusing varietal jargon”, Going Places would eschew technical terms and instead seek to connect shoppers “directly to a mood or moment”.
“Younger consumers don’t want to decipher an intimidating label just to pick a bottle,” said Busk. “Borrowing from the energy and accessibility of craft beer, Going Places puts mood, taste, and brand front and centre.
“With Going Places, we set out to create an ‘all-day’ rosé that gives drinkers everything they love about a pale, dry southern French style, but at a lighter 9% abv. It’s about stripping away the friction, whether that’s intimidating labels or high alcohol and delivering exceptional, no-compromise wine that fits effortlessly into modern life.”
Nice is currently crowdfunding ahead of a major distribution push and the launch of further new products.
So far, the brand has raised nearly £60k from almost 100 backers, in addition to a £450k raise from angels earlier this year.
Funds will be used support NPD, deepen off-trade penetration, expand wholesale partnerships and drive international growth.
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