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Harrods to launch the ultimate wine shop
Harrods’ new wine and spirit outlet promises to be the “ultimate” destination for customers to experience the world of wine and spirits.
Designed to be “more than a retail space”, a greater emphasis on consumer knowledge and appreciation will feature in the store when it is relaunched complete with 900 new lines next month.
Speaking of the project, Alistair Viner, Harrods’ head wine buyer, said: “With unsurpassed levels of service, world-premier interactive technology and an exclusive collection of wines, we believe that we have created the ultimate destination for customers of all tastes and levels to experience the world of wine and spirits.
“With the new Wine Shop, our aim is to share our real passion for wine, to demystify, educate and make great wines accessible to all,” he added.
As previously reported in the drinks business, the extra 7,000 square foot area will have a strong focus on wine education, with three distinct areas designed to accommodate wine tastings and masterclasses.
The Aroma Zone, created in partnership with Nez du Vin, will break down the component smells often found in wine and help consumers understand and explore their wine choices.
The Tasting Room itself will be able to draw on any of the re-vamped store’s 3,000 wines and spirits – up from 2,100 – and can also host private events such as dinners and launch parties.
Finally, the tasting bar will serve a selection of 18 regularly rotating wines, all of which can be matched to cheese and charcuterie from Harrods’ Food Halls.
The site’s primary function, though, remains the selling of fine wine and there will be an increase in larger formats on offer and a new ‘Eclectic Section’ featuring rare and exotic wines from Slovenia to Japan.
One new listing for this selection will be Enira, the Bulgarian project of Bordeaux châteaux owner Count Steffan von Neipperg, as previously featured by db.
A new temperature-controlled Wine Vault will store the very finest and oldest vintages including verticals of the world’s most sought-after wines.
Rupert Millar, 04.10.2010