Laylo: The Better Way to Drink Wine in a Box

Back in the winter of 2020, when the world was still largely locked down, Laura Riches formed an idea. It came to her after growing tired of her wine turning to vinegar in the fridge, so she set out to create a better way to enjoy our favourite drink. And thus, Laylo Wine was born.

Laylo creates wines in formats that are more sustainable and longer lasting. Their boxes and cans generate 70-90% less carbon than the same wine in glass bottles and can stay fresh for six weeks from opening. Each wine arrives in beautiful packaging worthy of displaying on your countertop with designs inspired by the region the grape originates from. 

Today, the award-winning brand and its all-female team supply wine to places like Selfridges and continue to create delicious vinos for modern drinkers who want premium products. 

We caught up with Laura to find out more about what makes the brand so great and what it takes to become a successful founder.

WIN the Ultimate Style & Sip Bundle

We’re partnering with Laylo to give one lucky reader the chance to win the ultimate bundle:
– A box of Sauvignon
– A box of Luberon Rosé
– 24 cans of Sparkling Blanc de Blancs
– £200 Saint + Sofia gift card

Firstly, let’s talk about the name. Where did Laylo come from?

During that lockdown in the winter of 2020, I liked the idea of people hunkering down – laying low with our wines. I love the sound of the word. It’s singsong and upbeat, which feels like it fits with the brand as a whole.

What has the response so far been to Laylo and boxed wines?

When I first started the company, people were very sceptical about boxed wine. I remember a popup in Selfridges in the Christmas of 2021 when I had to convince wine aficionados to even have a small taste… which ended up being very satisfying, when they realised the high quality of the wine inside.

Fast forward a few years and I think people are more open minded. The wine critics often feature Laylo – we’ve appeared everywhere from The Times and Sunday Brunch to Rolling Stone (!) – and the boxes are flying off the shelves in more mainstream places such as Ocado.

I was pleasantly surprised when we launched cans in September last year at how little pushback we had. Other than a few people sending me the Marcel Lucont ‘Wine in a Can’ sketch (it’s very funny, Google it…!), the format has been incredibly popular for venues such as theatres and festivals – particularly our new sparkling.

What was it like breaking into the business world?

I had a bit of a head start here, as I’d worked as a Management Consultant in my 20s, which involved projects for businesses such as M&S and Selfridges. It was an amazing opportunity to see lots of different sides of companies, from marketing to operations and finance.

The main difference with your own startup is that in the early days you really have to do everything… It is exhausting switching from left to right brain, strategic to tactical, thinking to doing. You feel every high and low.

What is one of your business highlights since founding Laylo?

My personal highlight was securing VC funding for Laylo in April ‘24. Less than 3% of VC investment goes to female founding teams, and it was the culmination of years of hard work by our team, proving that customers were prepared to switch away from wine in glass bottles. 

That said, I’m very excited about seeing our cans at Hampton Court Palace Festival in June. It’s the perfect setting for a fancy can of French Sparkling or Provence Rosé.

What is your favourite part of being an all-female team?

The Laylo team gets s*** done. No fuss, no ego. And I can’t necessarily say it’s because we’re all women, but we certainly share the same focused mindset.

However there are some men in our extended team who deserve a shoutout… Our fantastic designer Ed Wright has worked with us since day one. My husband Ashley was our first delivery driver and continues to be our biggest cheerleader. And of course, our office chihuahua Bruce.

What would you say to other female entrepreneurs looking to make their ideas a reality?

The idea is important, but the execution is equally crucial. If you’re thinking of making a physical product, it’s great to obsess over the design… But ultimately you also need to have a clear vision of how you’ll take it to market. Who is going to buy it? How will they discover you?

I’d also think seriously about the impact on your personal life. You will almost certainly have to make financial sacrifices, and have less time to spend with friends and family. If you’re still excited about the prospect… Go for it. There’s no richer learning experience.

Let’s finish on a fun note, what is your favourite Laylo wine and why?

I love the latest vintage of our Provence Rosé. It’s made by a mother and daughter team, and has all the hallmarks of a genuinely excellent pale, dry rosé. All at a fraction of the cost of the big names. 

I’ll have a box in my fridge all summer, for the times when I fancy the odd glass.