Nice has launched Going Places, a 9% ABV Southern French rosé and the first release in its new premium Icons range. It goes live in August on Ocado, at an RRP of £12, and through the brand's online store.
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The wine leans into two shifts at once: the move toward lower-alcohol drinking and toward longer, slower occasions. Nice hits the 9% profile without watering down flavour by blending Gamay with Floréal, a naturally lower-alcohol grape, for a pale, dry, full-flavour style.
Rather than lead on varietal or region, Nice sells the mood, borrowing from the craft-beer playbook with occasion-led naming, a slim flute bottle and exposed cork carrying its "wine that fits the moment, not the mould" line. It is a deliberate pitch at younger drinkers who buy on taste and vibe over technical classifications.
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