The Uncommon

What The Uncommon does

The Uncommon (legal entity We Are The Uncommon Ltd.) is a London-headquartered English wine producer founded in 2017 by Henry Connell and Alex, with a vineyard and winery on the south-facing chalk slopes of the Kent Downs near Faversham. The company grows Pinot Noir, Pinot Meunier, Chardonnay, Bacchus, and Pinot Blanc across roughly 15 hectares and was the first UK winemaker to package wine exclusively in cans. Its canning facility is almost entirely powered by on-site renewable energy — four wind turbines, solar panels, and heat pumps drawing on water from disused mines — yielding a per-can carbon footprint 86% lower than glass. Production scaled from 5 tonnes of grapes in 2018 to 400 tonnes in 2023, making it the 5th largest English wine producer.

The product range comprises five named single-serve wines sold in 5 x 187ml cans — Gerald (bubbly white, 11% ABV), Eleanor (bubbly rosé, 11% ABV), Clarence (still white), Penelope (pale rosé), and Percival (smooth red, 12% ABV) — plus a spritzer line (Alfie and Peggy) at 5.5% ABV in 250ml cans and a Fieldbar-collaboration cooler box. Pricing is set at £27 per 5-can wine pack and £169 for the cooler bundle, with free UK shipping over £40.

Revenue is generated through direct-to-consumer e-commerce on a Shopify storefront, premium UK grocery and department-store retail (Waitrose, M&S, Selfridges, Fortnum & Mason, Ocado, Booths), and in-flight supply agreements with British Airways (all European short-haul flights) and Virgin Atlantic (Upper Class and buy-onboard). The company operates seasonal pop-up wine bars at Covent Garden, Battersea Power Station, and Waitrose King's Cross to drive experiential sales. The Uncommon was certified as the UK's first B Corp winemaker in 2021 (score 107.6/200) and is a member of Sustainable Wine of Great Britain; it has committed 2% of revenue to Kent Wildlife Trust since 2022.

Name

The Uncommon

Legal name

We Are The Uncommon Ltd.

Website

https://wearetheuncommon.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The Uncommon is a London-based English wine producer founded in 2017, pioneering canned wine in the UK. Operating a Kent Downs vineyard, it sells single-serve canned wines and spritzers via DTC e-commerce, premium UK retailers (Waitrose, M&S, Selfridges), and airline in-flight channels.

Ownership category

akta.pro rank

Product category

Canned Wine

NAICS

Wineries (312130), Beer, Wine, and Liquor Retailers (4453), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Shops (Off-Premise) (CRANAAAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE)

Keywords

• Canned English wine
• Sparkling wine
• Wine spritzers
• Sustainable packaging
• Single-serve wine

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Wine Sales: Direct-to-consumer and retail sales of canned English wines (sparkling, still, and spritzers) through e-commerce website and retail partners. Single-serve 187ml and 250ml cans, mixed cases, andbundled products with accessories.
2. In-flight/Travel Retail: Supply agreements with airlines (British Airways short-haul, Virgin Atlantic Upper Class and buy-onboard) for canned wine products.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels7 records

Core offering

The Uncommon produces and sells English wines exclusively in single-serve aluminium cans (187ml and 250ml formats), grown and produced from grapes on its Kent Downs vineyard. The range spans five named wines (Gerald Bubbly White, Eleanor Bubbly Rosé, Clarence Still White, Penelope Pale Rosé, Percival Smooth Red), two botanical spritzers (Alfie and Peggy), and accessories such as The Little Lawn Box cooler. Products are sold direct-to-consumer via Shopify and through UK premium retail and airline channels.

Product overview

The Uncommon is an English wine producer offering award-winning wines exclusively in cans. Their core portfolio consists of five named wine products (Gerald, Eleanor, Clarence, Penelope, and Percival) spanning bubbly white, bubbly rosé, still white, still rosé, and still red wines. Additionally, they offer a spritzer line (Alfie and Peggy) with botanical infusions at lower ABV. The company also sells The Little Lawn Box, a premium cooler box collaboration with Fieldbar, as an accessory product. All wines are made from grapes grown in their Kent Downs vineyard and are marketed as sustainable, locally-produced alternatives to traditional bottled wines.

Differentiator

Problem solved

Functional benefit

Products and services

• Gerald Bubbly White Wine - 5 Cans Refreshing, aromatic bubbly white wine made with Bacchus, Chardonnay, and Pinot Blanc grapes grown in Kent, packaged as 5 x 187ml cans at 11% ABV.
• Eleanor Bubbly Rosé Wine - 5 Cans Dry, pale bubbly rosé wine made with Pinot Noir and Pinot Meunier grapes, packaged as 5 x 187ml cans at 11% ABV.
• Clarence Still White Wine - 5 Cans Vibrant, fresh still white wine made with Bacchus, Pinot Blanc, and Chardonnay grapes, packaged as 5 x 187ml cans.
• Penelope Pale Rosé Wine - 5 Cans Dry, fruity still rosé wine made with Pinot Noir grapes grown in Kent, packaged as 5 x 187ml cans.
• Percival Smooth Red Wine - 5 Cans Luscious, fruity smooth red wine made with Pinot Noir grapes, packaged as 5 x 187ml cans at 12% ABV.
• English Wine Taster - 5 Cans Mixed case containing all five English wines (Gerald Bubbly White, Eleanor Bubbly Rosé, Clarence Still White, Penelope Still Rosé, Percival Still Red) in 5 x 187ml cans, priced at £27.
• Alfie White Wine Spritzer - 8 Cans Light spritzer blended with Bacchus (70%) and Chardonnay (30%) wine, sparkling water, and elderflower and cucumber botanicals, packaged as 8 x 250ml cans at 5.5% ABV and 83 kCal per can.
• Peggy Rosé Wine Spritzer - 8 Cans Light spritzer blended with Pinot Noir rosé wine, sparkling water, and mint and jasmine botanicals, packaged as 8 x 250ml cans at 5.5% ABV and 83 kCal per can.
• English Wine Spritzers - 8 Cans (White & Rosé) Mixed case of white and rosé spritzers (Alfie and Peggy) packaged as 8 x 250ml cans at 5.5% ABV.
• The Little Lawn Box Limited edition heirloom-quality 4L drinks cooler box collaboration with Fieldbar; keeps 8 x 187ml cans cold for 50 hours, suitable for croquet, boules, tennis, and outdoor lawn games, Safari White with grass green leather strap, priced at £159.
• The Little Lawn Box Bundle The Little Lawn Box bundled with 10 x 187ml cans of The Uncommon wines (varied selections), priced at £169 and saving up to £44 versus buying separately.

Quantifiable outcome

• 86% lower carbon footprint per can vs glass bottle
• +5 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• FieldbarminorStrategic or Co-development Partner · 1 January 2024Limited edition collaboration on The Little Lawn Box - a 4L heirloom-quality drinks cooler that keeps 8 cans cold for 50 hours. Suitable for croquet, boules, tennis, and outdoor occasions. The Uncommon provides the wine, Fieldbar provides the cooler technology.
• Kent Wildlife TrustcoreStrategic or Co-development Partner · 1 January 2022Long-term partnership supporting Kent Wildlife Trust's rewilding projects around the vineyard. The Uncommon has committed 2% of revenue (not profit) to support conservation. Partnership includes supporting the reintroduction of wild bison to Kent (first in UK for 6,000 years), funding the 'Wilder Blean Bison Project', and committing to support reintroduction of 2 more missing species over 5 years. Partnership aligns with KWT's goal to wild 30% of Kent by 2030.
• Sustainable Wine of Great Britain (SWGB)coreOthersCertified members held accountable to rigorous levels of sustainable grape growing and winemaking practices including soil health, yield management, pesticide minimization, biodiversity promotion, carbon footprint reduction, and recycling standards.
• B CorpcoreOthersCertified B Corporation since 2021 - the first UK winemaker to achieve this status. Score of 107.6 out of 200 (80 required for certification). B Corp certification is legally binding and written into Articles of Association, requiring consideration of people and planet alongside profit.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Gusbourne: Premium English sparkling and still wine producer with vineyards in Kent and Sussex, listed in Selfridges, Harvey Nichols, and other premium retailers. Comparable as a Kent-based premium English wine producer with overlapping retail accounts and similar terroir-driven positioning, though bottled rather than canned.
• Chapel Down: England's largest wine producer and the most recognised English wine brand, with broad national retail distribution across supermarkets and on-trade. Comparable as the benchmark English wine producer against which '5th largest' status is measured, though operating primarily in bottled formats rather than cans.
• Balfour Winery: Kent-based English wine producer with vineyards on the North Downs, supplying UK on-trade and premium retail. Comparable as a Kent-based English wine producer with overlapping regional terroir and similar retail-tier positioning, though broader portfolio including bottled sparkling, still, and rosé formats.
• Nyetimber: One of England's best-known premium sparkling wine producers, supplying top UK retailers, hotels, and restaurants from West Sussex vineyards. Comparable as a premium-positioned English wine brand with national distribution, though focused exclusively on traditional-method sparkling wine in bottles.
• Ridgeview Wine Estate: Premium English sparkling wine producer from the South Downs, distributed through Waitrose and other UK premium accounts. Comparable as a premium English sparkling wine producer with similar retail and sustainability credentials, though focused on traditional-method sparkling in bottles.

Direct peers

• Three Sticks Wines: A UK canned wine brand focused on single-serve, lower-alcohol wines and spritzers targeting casual and outdoor occasions. Directly comparable to The Uncommon in canned format, UK distribution, and occasion-based positioning, with overlap in spritzer/RTD product lines.
• The Canned Wine Company: A UK-based canned wine brand offering a curated selection of wines from international producers in single-serve cans. Directly comparable to The Uncommon in canned format, DTC-led UK distribution, and convenience positioning, though focused on multi-producer curation rather than own-vineyard production.

Emerging players

• Nomu (canned wines): South African producer offering a range of canned wines and spritzers in single-serve formats targeting outdoor and casual occasions. Comparable as a canned wine and spritzer brand with a similar convenience-and-sustainability positioning, though operating in a different geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xlinkedin.com/company/the-uncommon
• LinkedInlinkedin.com/company/the-uncommon
• Instagraminstagram.com/wearetheuncommon

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Uncommon