Nice Going Places wine has been debuted by the brand as a casual drinking option that embraces a different approach to traditional wines.
The product features a Southern French Rosé style with a 9% ABV that's naturally lower than alternatives on the market to accommodate casual drinking occasions. The wine targets changing consumer habits related to slower drinking occasions where alcohol options with a lower profile are more suitable. The wine boasts a crisp, refreshing profile with notes of summer berries, peach and subtle florals throughout before coming to a clean finish.
Co-Founder Lucy Busk spoke on the Nice Going Places wine saying, "Younger consumers don’t want to decipher an intimidating label just to pick a bottle. Borrowing from the energy and accessibility of craft beer, Going Places puts mood, taste, and brand front and center. 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."
What's Driving This Trend
- Lower-abv Wines
- Naturally lighter wine formats reflect a growing market for social beverages that support longer, more casual drinking occasions without sacrificing flavor cues.
- Mood-led Packaging
- Brand identities centered on mood, taste, and accessibility create space for wine labels that feel less intimidating to younger and discovery-driven consumers.
- All-day Rosé
- Sessionable pale rosé offerings show potential in blending premium regional style with relaxed consumption rituals traditionally associated with beer and ready-to-drink formats.
Who This Affects Most
- Wine and Spirits
- Producers can differentiate through naturally lower-alcohol varietals that align with moderation trends while preserving recognizable taste profiles and provenance.
- Beverage Packaging
- Design firms are finding new relevance in simplifying wine communication through visual systems that emphasize occasion, flavor, and lifestyle over heritage-heavy cues.
- Hospitality and Retail
- Restaurants, bars, and specialty retailers gain assortment opportunities from lighter wines positioned for daytime, outdoor, and extended social occasions.
