Canned wine company Nice to dole out £10,000 worth of free wine

Look out Londoners — canned wine brand Nice is gearing up for a Christmas giveaway, with £10,000 worth of free wine on offer across four locations on 8 December.

The wine brand — which aspires to make wine accessible to all — is spreading Christmas cheer this year with an impressive giveaway in London.

Nice plans to send out its very own gospel choir on 8 December to sing a Christmas medley, led by eight singers and a guitarist.

they will be carolling their way around Moorgate (12pm), Carnaby Street (2:30pm), Farringdon (4:30pm) and King’s Cross (6pm) and Liverpool Street (6pm). Most importantly, they will also be giving away free canned wine to gathering Christmas crowds — a whopping £10,000 worth at that.

The festive event is a repeat of a campaign Nice originally came up with in September 2022, when a dance mob dressed in the brand’s classic all-pink jumpsuits took to the streets of London to hand out free cans.

The London-based wine startup was launched in 2019 with the hopes of following in the footsteps of craft beer and RTDs. Jeremy May, co-founder of Nice, told the drinks business in 2021: “Craft beer was leading the disruption of the fairly traditionalist beer category. The RTD sector – gin and tonic and everything else – were absolutely flying, and it just felt like there was no innovation or disruption in wine.”

Canned wine is taking flight in other markets outside of the UK too. South African winemakers are attempting to break into the format, with some resistance from domestic consumers.

And UK brand The Uncommon has launched into New Zealand with a new growth model which foregrounds sustainability. Partnering with New Zealand natives Hannah Sweeney and Anna Campbell, the new outpost will support domestic growers and suppliers. Read more on that here.