amie

What amie does

amie (legally Amie Wine Ltd) is a UK-based direct-to-consumer wine brand founded in April 2020 by Will and Abbie Sandbach during the Covid-19 lockdown. The company sources and sells a portfolio of six wines produced in the south of France — original rosé, white Sauvignon Blanc, red Carignan, premium organic rosé (amie x), non-alcoholic rosé (produced via reverse osmosis), and Crémant de Limoux sparkling wines in white and rosé. Standard bottles are priced between £16 and £26, with magnum formats and branded merchandise (tote bags, socks, caps, wine glasses) rounding out the offer. The company sells primarily through its Shopify-powered e-commerce site (drinkamie.com), supported by volume discounts (5% off 6+ bottles, 10% off 12+) and free UK mainland delivery over £60.

Its go-to-market is omnichannel: direct-to-consumer e-commerce sits alongside owned retail (Amie Wine Studio in Belgravia, London, open 12pm–11pm seven days a week, hosting supper clubs, art exhibitions, and tastings), UK premium grocery partnerships (Selfridges from May 2024, Whole Foods Market from January 2025, Ocado — where it won the "Rising Star on Ocado" award in September 2023), and international distribution in Sweden (Systembolaget from March 2024), the Netherlands, Norway, Japan, and Australia. A 1-year Seoul pop-up (June 2023) served as the company's first international physical venue. The brand is reinforced by a charity: water partnership under which £1 per order is donated, with over £40,000 raised and three wells built in Uganda since launch.

The company is privately held, founder-owned, and self-funded, with no disclosed external investment, parent company, or acquisition activity. It employs approximately 14 people across a Witney warehouse/headquarters and the London wine studio, and is led by co-founders Will and Abbie Sandbach, who remain operationally involved. The business has progressively broadened its reach since launch — adding international markets, premium retail accounts, a non-alcoholic line, and physical venues — while maintaining a controlled, capital-efficient footprint.

Name

amie

Legal name

Amie Wine Ltd

Website

https://drinkamie.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

amie is a UK-based direct-to-consumer wine brand founded in 2020, selling French-produced wines (rosé, white, red, Crémant, non-alcoholic) via its own e-commerce site, a London wine bar, premium UK retailers, and international distributors.

Ownership category

akta.pro rank

Product category

Wine production and retail

NAICS

Wineries (312130), Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

Keywords

• Direct-to-consumer wine
• Premium french wine
• Non-alcoholic wine
• Wine brand retail
• Wine bar hospitality

Headquarters

HQ city

Witney

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct wine sales: Direct-to-consumer sales of wine products through their e-commerce website (drinkamie.com) with free UK delivery on orders over £60. Revenue from individual bottle purchases and case sales with volume discounts (5% off for 6+ bottles, 10% off for 12+ bottles).
2. Retail distribution: Sales to premium retailers including Selfridges, Whole Foods Market, and international distributors (Systembolaget Sweden, Netherlands, Japan, Norway). Also available on Ocado online platform.
3. Wine bar and events: Amie Wine Studio in London operates as a wine bar open 7 days a week, 12pm-11pm. Hosts events including supper clubs, art workshops, and tastings. Accepts bookings for groups of 6+ and offers private event rentals.
4. Merchandise: Branded apparel including tote bags, socks, wine glasses, and caps sold through the online store.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels6 records

Core offering

Amie is a direct-to-consumer wine brand that produces and sells a portfolio of French wines including rosé, white (Sauvignon Blanc), red (Carignan), premium organic rosé (amie x), sparkling Crémant, and a non-alcoholic rosé. Wines are sold primarily through the brand's own e-commerce website (drinkamie.com) with free UK delivery, alongside premium UK retailers and international distributors. The company also operates Amie Wine Studio, a London wine bar and event venue in Belgravia, and sells branded merchandise.

Product overview

Amie is a direct-to-consumer wine brand founded in 2020, offering a portfolio of six wines produced in the south of France. The core product lineup includes: original rosé (85% Grenache, 15% Cinsault), white Sauvignon Blanc, red Carignan, premium organic rosé (amie x), non-alcoholic rosé, and two sparkling crémants (white and rosé). Wines are sold primarily through the direct-to-consumer e-commerce platform (drinkamie.com) and distributed to premium UK retailers and international markets. The company also operates ami e wine studio, a wine bar venue in London's Belgravia featuring rotating art exhibitions, and sells branded merchandise including apparel and accessories. All wines are vegan, with the organic rosé certified organic.

Differentiator

Problem solved

Functional benefit

Brands

• Amie Wine Studio: London wine bar based in Belgravia (Eccleston Yards), featuring rotating art exhibitions, events, supper clubs, and tastings. Partners with artists and donates 10% of artwork proceeds to charity: water.
• amie x

Products and services

• amie original rosé A pale, dry rosé produced in the south of France from 85% Grenache and 15% Cinsault, with 12% alcohol. The company's founding product, targeted at consumers seeking premium French rosé for social occasions.
• amie white, sauvignon blanc A light, crisp white wine from Côtes de Gascogne made from Sauvignon Blanc with Gros Manseng, at 11.5% alcohol. Targeted at consumers seeking refreshing, food-friendly French white wine.
• amie red, carignan An easy-drinking red wine produced in the south of France from 100% Carignan with vines over 40 years old, at 12.5% alcohol. Targeted at consumers seeking approachable French red with blackberry and plum notes.
• amie x, organic rosé A premium pale, dry organic rosé from the south of France made from Grenache, at 12.5% alcohol. Certified organic and vegan; targeted at consumers seeking a premium-tier French organic rosé.
• amie non-alcoholic rosé A dry, lightly sparkling non-alcoholic rosé from the south of France made from Grenache, with alcohol removed via reverse osmosis. 0.5% ABV, 2.7g sugar/100ml, 17 calories per glass. Targeted at health-conscious consumers, those practising moderation, and expectant mothers.
• amie crémant A crisp sparkling Crémant de Limoux produced using the traditional method as Champagne, from vines 20-40+ years old in the Pyrenean foothills. Brut, with delicate acidity, citrus notes and creamy finish. Targeted at consumers seeking premium French sparkling wine.
• amie crémant rosé A crisp sparkling rosé made in the traditional Champagne method from vines over 40 years old in Limoux. 12% alcohol, featuring ripe citrus flavours and a hint of wild strawberry. Targeted at aperitif and celebration occasions.
• amie crémant magnum (150cl) A 150cl magnum version of the Crémant de Limoux, positioned as a special-occasion format of the sparkling wine range.

Quantifiable outcome

• Over £40,000 raised for charity: water, funding three wells in Uganda
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• charity: watercoreStrategic or Co-development Partner · 1 January 2020Amie partners with charity: water, a non-profit organization bringing clean and safe drinking water to people in developing countries. For every order on drinkamie.com, £1 is donated to charity: water. Amie has raised over £40,000 and built three 'amie wells' in Uganda. The partnership was inspired by founders Will & Abbie Sandbach reading Scott Harrison's book 'Thirst' about charity: water's work. Charity: water uses 100% of public donations for field projects due to private donor funding.

Scale indicators5 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Mirabeau Wine: UK-based Provence rosé brand with a founder-led DTC model, similar price points and premium off-trade positioning. Direct competitor in the same French rosé category targeting UK consumers via own e-commerce and premium retail.
• Naked Wines: Listed UK DTC wine platform selling directly to consumers with a similar subscription and case-purchase model. Competes for the same UK premium-wine-by-the-bottle customer online.
• Château d'Esclans (Whispering Angel): Premium Provence rosé category leader whose Whispering Angel brand defines the segment Amie competes in. Shares the south-of-France sourcing, French rosé focus, and UK off-trade retail presence.
• Laithwaites (Direct Wines): Large UK wine merchant selling directly to consumers via e-commerce, phone, and case offers with a curated French portfolio. Closest scaled analogue for Amie's DTC wine club economics.
• The Wine Society: Member-owned UK wine retailer offering curated French wines via DTC channels. Comparable on DTC wine retail model, French sourcing, and UK consumer base.
• Provence Rose (Maison Saint Aix): Single-estate Provence rosé producer with strong DTC e-commerce and UK premium off-trade presence. Direct competitor in the same Provence-style premium rosé niche.

Broad incumbents

• Waitrose & Partners Wine: UK premium grocer with curated French wine range. Competes for the same UK premium wine shopper and is a likely next-door premium retail target alongside Selfridges/Whole Foods.
• M&S (Marks & Spencer Wine): Large UK premium off-trade wine retailer carrying own-label and branded Provence rosés. Shares premium UK supermarket and department store channels with Amie (overlapping shelf alongside Selfridges/Whole Foods).

Emerging players

• Thomson & Scott (Noughty): UK-founded non-alcoholic wine and sparkling brand. Direct overlap on Amie's non-alcoholic rosé ambition, sharing the same moderation/health-conscious UK DTC customer.

Others

• Ocado Retail: Existing Amie retail partner ('Rising Star on Ocado' 2023). Listed as a peer reference because it is the principal UK online grocery channel through which Amie's wine is currently sold, illustrating a potential expansion vector.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/drinkamie
• LinkedInlinkedin.com/company/amiewine

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 amie