You, Me & CPG by Haines
Welcome to You, Me & CPG, the podcast that cuts through the noise to
make sense of some of the biggest shifts reshaping the CPG industry.
Your host, Jamie Holtum, will take you beyond the label to focus on the
topics that matter - the meaty, useful and relevant issues that are keeping
CPG leaders up at night.
Our ambition is simple. We want you to leave with genuine real-world
implications you can take back to your team. Ideas that unlock growth,
challenge assumptions and reframe some of the ways your business thinks
or does things.
Brought to you by Haines, a dedicated CPG growth partner working non-
stop on the future of food, drink and wellbeing, You, Me & CPG uncovers
the conversations behind the briefs, where strategy meets reality and big
decisions are made.
Whether you’re a global giant or insurgent upstart, if you want to make an
impact – this podcast if for you.
Learn more and follow the journey at: https://www.hainesmcgregor.co.uk/
You, Me & CPG by Haines
How NICE are Crushing Wine Category Codes with Co-Founder, Lucy Busk #28
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Only a few years ago, if you wanted wine on-the-go your options were limited to the semi-palatable 187ml PET plastic bottle or its unhelpful sibling, the pseudo-wine glass with a foil lid. Neither have a great OTG consumption experience and where other categories brimmed with innovation - wine was far behind.
Cue NICE, who launched in 2019 on a mission to solve the ‘OTG wine headache’ with wine in a can. Wrapped in a bright, crowd-pleasing brand and aimed at democratising wine without compromising on its quality, NICE is a brilliant case study in how to break old category codes, while honouring the right traditions.
Fast forward to today, the category has evolved and so has NICE. Hot off an elevated rebrand designed to propel NICE far beyond its can-only origins, the future of wine is looking pretty NICE.
We caught up with co-founder Lucy Busk in the You, Me & CPG Studio to talk rebrand, cultural relevance and how to crush old codes for growth.
Here’s a snapshot of what we discussed:
- How To Decide Which Category Traditions Break (And Which To Keep)
- Why Wine Should Behave More Like A Beer In The On-Trade
- How To Crack Cultural Relevance And Real Life Brand Building
- Why Agency Relationships Are Critical to Creative Success
- Why Low ABV is Part of Wines Future
Lucy Busk: https://www.linkedin.com/in/lucy-busk-wright-52966086/
Nice Drinks: https://nice-drinks.co.uk/
Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/
Haines: https://www.haines.partners/
