Tesco to open finest* pop-up wine bar

UK supermarket Tesco is taking a fresh approach to marketing its premium wine range this summer with the launch of a pop-up wine bar in London.

“For the past three years, finest has been awarded Own-label Range of the Year’ by the International Wine Challenge”, said finest senior brand manager Elisabetta Farroni. “Showcasing the range through a pop-up wine bar is the perfect way to demonstrate the high quality of our wines directly to the public”.

“We believe the finest wine range has something for everyone and we wanted to create an opportunity for people to experience the quality and diversity of our range for themselves”.

Everyone of the 70+ wines in the finest range will be available to taste by the glass, which will be complemented by a selection of “discovery wine flights”  to help visitors discover new varieties.

Members of the Tesco wine team and other experts will be on hand to advise visitors and answer any questions for the duration of the pop-up.

“Consumers often veer towards wine styles that they are familiar with such as Pinot Grigio and Chardonnay”, said James Davis MW. ” The finest wine bar offers the perfect opportunity for us to share our knowledge and passion for wine with enthusiasts who are keen to step out of their comfort zone, explore different wines and ultimately be more adventurous when they visit the wine aisle”.

Located at 147 Wardour Street in Soho, Tesco’s finest wine bar will be open from Tuesday, 2 August, to Saturday, 13 August.