When people first hear about CBD wine, they usually react in one of two ways.

Either:
“That sounds brilliant.”

Or:
“Surely that shouldn’t work?”

Wine and wellness don’t exactly belong in the same sentence these days. One side of the internet wants you drinking raw green juice at sunrise, the other wants you necking warm Sauvignon Blanc in a pub garden at 2pm.

We prefer somewhere in the middle.

Rebel was never created to be a “health drink”. Nor was it created for people who want wine to feel formal, intimidating or full of rules. It was created because we thought there might be a better way to drink socially. A softer way. A calmer one.

Something that felt good.

CBD, for those unfamiliar, is a naturally occurring compound found in hemp. Unlike THC, it’s non-psychoactive, meaning it won’t get you high. What many people do report though, is a subtle sense of relaxation and ease.

That’s what interested us.

Because modern drinking culture can feel strangely all-or-nothing. Either total abstinence or total chaos. Either wellness obsession or “go hard or go home”.

Rebel sits somewhere outside of that.

A cold can shared in the garden.
A drink at the end of a long week.
A festival afternoon.
A slow Sunday lunch.
Something sociable that doesn’t need to become a full-blown event.

We wanted to create wine that felt lighter in spirit, even if the flavour itself remained bold, expressive and properly enjoyable to drink.

And yes, before anyone asks, we cared about the wine first.

Far too many novelty drinks lean on gimmicks and forget the actual drinking experience. We didn’t want to create something people bought once for the idea of it. We wanted something people genuinely craved opening again.

That’s why Rebel still starts with proper wine. The CBD is there to complement the mood, not mask the product.

Ultimately, Rebel isn’t really about wellness trends or “functional beverages”. It’s about reclaiming pleasure in a way that feels modern, relaxed and a little rebellious.

Less headache-inducing excess.
Less pretence.
More connection.
More atmosphere.
More fun.

If you follow all the rules, you miss all the fun.