Tesco to launch Finest bars in run-up to Christmas

UK retailer Tesco is launching a series of ‘Finest’ pop-up wine bars in the run up to Christmas.

Tesco opened a Finest pop-up wine bar in Soho, London in May 2016

The supermarket will offer ticketed masterclasses along with food platters and wine at the pop-up eateries and wine bars in London and other cities, The Grocer reports.

These are expected to run throughout November and December.

When Tesco launched its first pop-up wine bar in the heart of London’s Soho in 2016, Tesco told db it had not ruled out further experiential events, as it these kinds of stunts could be “a good opportunity for the Finest brand”.

The temporary pop-up, which ran for two days was designed to showcase 48 wines from the *finest range in a more “experiential” way, with flights of different regions and varieties and masterclasses hosted by the wine team to encourage consumers to try different wines, Nick Jackman, head of Tesco Finest, told db  at the time.

“It is good for consumers to have an opportunity to experience the wines outside of the wine aisle,” he said, adding that the grocer’s premium range is “more personal, immersive and tailored to the individual’s taste profile,” he said.

The news comes hot on the heels of Lidl announcing a series of blind tastings in London, Manchester and Glasgow.