NICE Launch WINE FOR HEROES, 20,000 Bottles of Malbec with ALL PROCEEDS going to NHS Charities


London-based startup NICE set out to disrupt the wine industry, launching their Pale Rosé and Sauvignon Blanc in recyclable, slimline cans (RRP £3, 250ml) to Sainsbury’s in February 2019. Summer 2020 was set to see the rollout of NICE canned Red, a smooth Argentinian Malbec, to festivals, venues and sporting events. With summer parties officially on hold, NICE have decided to pay it forward, creating WINE FOR HEROES, filling 20,000 bottles with Malbec and donating all profits to NHS charities.

The smooth Argentinian Malbec (13.5%, RRP of £8 per 75cl bottle) was originally destined to be sipped from a can at a festival. But then 2020 happened. In mid March NICE created their “NURSES ARE AWESOME” campaign, asking people to nominate amazing NHS carers to receive free wine (donating £3000 worth of cans); after seeing first hand how much this was enjoyed by NHS staff, they’ve decided to go one step further and create WINE FOR HEROES, bottled for speed and to streamline costs, raising funds to support our most precious institution.

Co Founder Lucy Wright says, “The total angel on the front of the bottle is Ella, an NHS hero. We’re so ridiculously grateful to Ella and her colleagues that we’re donating all proceeds to support NHS charities. Thank you x.”

The wine bottles are dressed with an eye-catching label, depicting a true NHS hero, a frontline nurse; designed by boutique food and drink branding experts, The Clerkenwell Brothers, Co Founder Faraz Aghaei comments, “What NICE are doing is why we work with the brands that we do. Entrepreneurial in their thinking, with good intentions, for a great cause. We’re just happy to have played a small part in that. The real heroes though are our key workers, and this is our way of raising a glass to them.” Den Creative jumped in to design the website; both agencies working on significantly reduced fees, helping to provide as much cash as possible to charity, with NICE’s label partners also offering their services for free, the project has been a truly uplifting group endeavour.

The new bottled NICE Malbec will go on sale via and Amazon, and is being supported by celebs and influencers from all walks of life.