What All Things Nice does

All Things Nice is a Mumbai-based, founder-owned luxury wine and spirits marketing and consulting agency that has operated in India since 2010. The company connects international and Indian wine, spirits, and gourmet food brands with India's affluent consumers and corporate clients through a portfolio of proprietary experiential event properties — most prominently the Indian Wine Consumer's Choice Awards (IWCCA), Wine Week, Malt Week, Cognac Week, Twisted Decadence, and Tour de Cognac — combined with B2B consulting services that include menu engineering, beverage program development, staff training, and corporate client engagement for hotels, restaurants, airlines, retail chains, and large luxury and financial corporates. It also manages the Wines of India programme on behalf of 12 leading Indian wineries, and partners with Amphora Portfolio Management (London) to offer fine wine investment services to Indian HNWIs and with Edinburgh Whisky Academy for spirits education.

The company monetizes primarily through professional services fees from consulting engagements, event sponsorship and partnership revenues, ticketed consumer events, and trade fair programming (e.g., ProWine Mumbai 2026). Pricing is custom and quote-based, with multi-year enterprise contracts typical for corporate clients. Its claimed community of 275,000+ subscribers, including 10,600+ Super HNI members and 35,000+ active HNI subscribers, functions primarily as an engagement and marketing asset rather than a paying subscriber base, and a network of 100+ restaurant and hotel partners across India provides distribution and event hosting infrastructure. Founder and CEO Nikhil Agarwal, a trained sommelier with prior roles at Sula Vineyards, LVMH (Moët Hennessy), and Diageo, is the principal talent asset and thought leader behind the brand.

All Things Nice operates with a small team of 11-50 employees, is privately held with no external institutional investment, and concentrates its operations in India while maintaining international partnerships for global brand representation, vineyard trips, and fine wine investment. Distribution is predominantly direct B2B sales and event-driven consumer experiences, with an emerging e-commerce line for wine accessories. The business is services-led with no proprietary software product or disclosed technology platform, and there is no evidence of external funding, M&A activity, or technology acquisitions.

Name

All Things Nice

Legal name

All Things Nice

Website

https://allthingsnice.in

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

All Things Nice is a Mumbai-based, founder-owned luxury wine and spirits marketing and consulting agency that connects premium beverage brands with India's affluent consumers and corporates through proprietary event properties (Wine Week, IWCCA, Malt Week) and B2B consulting for hotels, restaurants, airlines, and luxury brands.

Ownership category

akta.pro rank

Product category

Luxury Wine and Spirits Marketing and Consulting

NAICS

Drinking Places (Alcoholic Beverages) (7224)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

akta.pro secondary industries

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wineries & Vineyards (Tasting Rooms) (THAFALAE)

Keywords

• Wine and spirits consulting
• Luxury experiential events
• Beverage program consulting
• Fine wine investment
• Sommelier education services

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Event Management Services: Revenue generated from organizing experiential events including Wine Week, Malt Week, Cognac Week, celebrity chef dinners, and the Indian Wine Consumer's Choice Awards. These events connect luxury brands with consumers and generate fees from brand partnerships, restaurant collaborations, and ticket sales.
2. Consulting Services: Marketing and consulting services for restaurants, hotels, retail chains, airlines, and luxury brands. Services include menu engineering, staff training, beverage program development, and brand strategy for the luxury wine and spirits sector.
3. Fine Wine Investment Services: Partnership with Amphora Portfolio Management (London) to offer fine wine investment services to HNWIs in India, providing portfolio management and investment advisory for the discerning Indian consumer.
4. Consumer Training and Tastings: Wine, beer, cognac, and whiskey tasting sessions and educational programs for consumers, generating revenue through participation fees and private event bookings.
5. Winery Setup Consultancy: Complete winery setup services from land acquisition, winery building, vineyards, wine making to sales, marketing and distribution for new ventures in the wine industry.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

All Things Nice is a luxury wine and spirits marketing and consulting agency that designs and executes experiential events (Wine Week, Malt Week, Cognac Week, Indian Wine Consumer's Choice Awards, Twisted Decadence) and provides professional consulting services to hotels, restaurants, airlines, luxury corporates, and international wine/spirit brands. The company also offers fine wine investment services in partnership with Amphora Portfolio Management (London) and consumer education programs including tasting sessions and vineyard trips for a base of 275,000+ wine and spirits enthusiasts including 10,600+ Super HNI Members.

Product overview

All Things Nice is a luxury wine and spirits marketing and consulting agency offering a portfolio of experiential event properties and professional services. Core event properties include the Indian Wine Consumer's Choice Awards (IWCCA), Celebrating India's Finest, Wine Week, Malt Week, Submit, Twisted Decadence, and Tour de Cognac. The company provides consulting services for restaurants, hotels, and airlines (menu engineering, staff training), corporate engagement programs, fine wine investment services via Amphora Portfolio Management, consumer education tastings, vineyard trips, and World Class Chef Experiences. The Wines of India Programme is an industry initiative managed by All Things Nice to promote Indian wines. The company operates primarily as a service-based consultancy rather than a software product platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Indian Wine Consumer's Choice Awards (IWCCA)
• Wine Week
• Malt Week
• Tour de Cognac
• Twisted Decadence
• Submit
• Fine Wine Investment Services
• Menu Engineering & Beverage Consulting
• Staff Training
• Consumer Tastings & Education
• Vineyard Trips
• World Class Chef Experiences
• Corporate Client Engagement
• Wines of India Programme Management
• Edinburgh Whisky Academy Courses
• Winery Setup Consultancy

Quantifiable outcome

• 275,000+ subscribers engaged with wine and spirits content
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Amphora Portfolio ManagementcoreStrategic or Co-development PartnerPartnership with London-based fine wine investment experts to offer Fine Wine Investment services to HNWIs in India. Facilitates investment analysis and portfolio management for the discerning Indian consumer.
• Knight FrankminorStrategic or Co-development PartnerPartnership with realty giant Knight Frank for luxury realty services. All Things Nice provides access to premium residences and commercial spaces worldwide through their member network while Knight Frank handles transaction details.
• Wines of India (WOI)coreGTM or Marketing PartnerAll Things Nice appointed to manage all marketing activities for Wines of India, a collective body of India's leading wineries including Good Drop Winery, Charosa Vineyards, Four Seasons Wines, Fratelli Wines, Grover Zampa Vineyards, Myra Vineyards, Nine Hills Wines, Reveilo Wines, Soma Wines, Sula Vineyards, Vallonne Vineyards and York Winery. Nikhil Agarwal serves as Director of the Programme.
• ProWeincoreGTM or Marketing PartnerStrategic partnership with ProWein for the ProWein Education Campaign in India, hosting educational programs and trade events at major hospitality industry exhibitions.
• Edinburgh Whisky AcademyminorGTM or Marketing PartnerPartnership to conduct Edinburgh Whisky Academy courses in India, providing whisky education and certification programs.
• Roseate House HotelsminorChannel Partner/ Reseller/ DistributorPartnership with Roseate House in New Delhi for hosting collaborative chef dining events and experiences.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Decanter: Global premium wine media and events business publishing the World Wine Awards and Decanter tasting events. Closely comparable to All Things Nice in its combination of influential content, judge-led competitions (similar to IWCCA), and consumer/HNWI engagement events.
• Sopexa (Business France): French-affiliated food, wine and lifestyle marketing agency with a comparable service-based model: helping international brands run consumer activation, trade education and market-entry campaigns in target geographies — analogous to ATN's Wines of India mandate.
• Sommelier India: India-focused wine publication, sommelier training and consumer events business operating in the same domestic niche as All Things Nice — most direct domestic competitor for India wine media, education and consumer engagement audiences.
• Octavian Vaults: Global fine wine storage, advisory and investment management firm. Directly comparable to ATN's Amphora-partnered Fine Wine Investment Services arm targeting Indian HNIs with portfolio construction and custody.
• Vinexposium (formerly Vinexpo): Global organiser of wine and spirits B2B trade fairs and conferences. Direct peer in monetising wine/spirits industry events, brand participation and trade networking — comparable in audience segmentation between trade and HNIs.
• ProWein (Messe Düsseldorf): World's leading wine and spirits trade fair with a comprehensive masterclass programme and networking evenings — directly comparable in event-property format, and already a strategic partner of All Things Nice via the ProWein Education Campaign in India.

Broad incumbents

• Berry Bros & Rudd: Historic British fine wine merchant with education, tasting events and advisory services. Broad incumbent operating a diversified wine services platform — events, education, retail and cellar advisory — comparable in scope to ATN's diversified service portfolio.
• Bibendum Wine: UK-based fine wine merchant and on-trade distributor with curated tastings, dinners and trade education programmes. Broad incumbent with a comparable mix of on-trade relationships, event programming and curated consumer wine experiences.
• Sotheby's Wine: Established luxury wine auction and advisory arm of Sotheby's serving global ultra-HNWI collectors. Comparable fine wine investment/HNWI services proposition and comparable brand-led event programming around wine auctions and tastings.

Emerging players

• Cult Wines: Modern fine wine investment platform serving private and HNW clients with portfolio management and advisory. Emerging player with overlapping fine-wine-investment focus — comparable in targeting HNI investors through digital and advisory channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AllThingsNice
• Facebookfacebook.com/allthingsniceindia
• Instagraminstagram.com/allthingsniceindia
• LinkedInlinkedin.com/company/all-things-nice

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about All Things Nice