The Rebel story began in Zimbabwe in the early 90s, when demand for anything even resembling wine far exceeded supply.

Rupert, Chief Rebel and former pilot, spent years travelling the world, discovering different cultures, flavours and ways of drinking along the way. Somewhere between long-haul flights, dusty airstrips and late-night conversations over good bottles of wine, the idea for Rebel quietly began to take shape.

Years later, Rebel was created to challenge the idea that wine has to feel formal, intimidating or full of rules. By pairing premium vegan wines with high-quality CBD, we wanted to create something softer, calmer and a little more modern.