New Wine, New Theory
Brothers Thom and Charlie Bradley started New Theory in 2021. Swimming against the current of Big Wine has become the default praxis of their mission to “smash down the walls around the industry”. As to where the brand fits into the wider industry, says Thom, “We sell our wine in bottles and it is made of grapes. But that’s probably where it stops.”
“If you think about it, wine is like the initial rave condiment”
True to this ethos, after hearing one too many “weird pronunciations” of its original name, Nouveau Wine, the brothers opted for a more inclusive label in 2021 and changed the name of the company to New Theory. “I was like, let’s not fight it,” says Thom. “Let’s not put up these barriers and rules, which is kind of what wine typically does.”
Another thing wine companies typically stay away from: throwing parties, and certainly raves. But New Theory was quick to recognise that drinking has changed among young adults, who are looking for more from the brands that they buy from. Anyway, Thom explains, “If you think about it, wine is like the initial rave condiment. The Romans were having parties into the early hours of the morning, drinking copious amounts of wine.”
Community events help anchor New Theory in human interaction, which is “hugely important” when it comes to standing out in the market. “We’re not in a place to outspend anyone, but what we can do is outperform creatively… There is a whole demographic of people who just want something clear and to the point.”
THE WINE LIST
New Theory wines x4
Low–intervention wine for “both sticky dance floors and candle-lit dinner tables” and “designed for drinking now,” according to New Theory’s co-founders.
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