Nice Drinks gets canned

Nice Drinks introduced a collection of premium wine in sleek, single-serve canned format. The product offers high-quality wine in convenient, portable packaging, focusing on sustainability and modern consumption habits.

Product innovation

The brand utilises technology to preserve wine quality in aluminum packaging, maintaining flavour profiles comparable to traditional bottled wine. The canning process incorporates oxygen management techniques to prevent oxidation and extend shelf life without compromising taste.

Nice Wine address modern consumers' desire for premium yet convenient products. The competitive advantage lies in the intersection of quality, portability, and sustainability—offering premium wine without the commitment of a full bottle. The cans are lightweight, recyclable, and chill quickly, appealing to environmentally conscious consumers seeking convenience without sacrificing quality.

Development

The concept evolved from recognising a gap in the market for premium wine in single-serve formats. Nice Drinks developed the product through extensive taste testing, packaging innovation, and sustainability considerations, aiming to make quality wine more accessible for casual consumption occasions.

Trend

The product aligns with several key market trends identified by Euromonitor and Nielsen. According to Mintel's 2023 Alcoholic Beverage Report, the ready-to-drink (RTD) alcohol sector grew by 26% in the previous year, with canned wine specifically experiencing a 62% increase in sales. Euromonitor International reported that 64% of millennial wine drinkers express interest in alternative packaging formats, citing convenience and environmental considerations.

Launch Details

Launched initially in the UK in September 2023, followed by expansion into select European markets and the United States.

The product was priced at £3.80-£4.50 per 250ml can, positioning it in the premium single-serve wine category.