Wine can really have a stuffy, even intimidating reputation. How is NICE disrupting that?
I fully agree, the wine industry is a little intimidating, I have been handed a wine menu in restaurants and I have no clue what anything means. I just panic and pick the grape variety or the region that I know – I have no idea if I am going to like that wine.
It is actually so crazy that we live in a world where everything is so simple – you can order your groceries on your Alexa but the wine industry is still this un-understandable, intimidating world. If you asked the average consumer, they don’t have a clue about wine.
So, one of the big things about NICE is to make wine less intimidating. We try to do that in a number of different ways. First of all, we just don’t use wine language that people won’t understand – so we don’t use language like structure and body and legs to describe our wine because really no one other than a wine critic knows what that stuff means. We keep it simple, we keep the descriptors simple so anyone can understand what that wine will taste like.
We also don't do things we consider quite old school or quite un-consumer friendly like pairing wine with food because who actually really does that, instead we pair wine with great moments. We have created a brand that we hope and we think looks really fun and we behave in a really youthful and energetic way in order to be less intimidating.
Thirdly we are really focused on brand building and bringing out really creative forms of marketing in order to bring new consumers into our brand and into wine. We also are a female-first business, we are female-founded and we are 45% female owned and 80% of our business is women. The wine industry is probably around 90% male dominated– which is just an issue because often it means there's one very masculine way of thinking, bringing in that female energy and that female way of thinking and new ideas for wine.