Tesco launches first pop-up wine bar

By Jo Gilbert

Published: 01 July, 2016

The UK's biggest wine retailer is jumping onto the pop-up bandwagon in order to push consumers to be more "adventurous" with their wine choices.

The finest* wine bar will be open from Tuesday, August 2, to Saturday, August 13 in Soho, London, with 70 wines available to sample.

It is the first pop-up wine bar for the FTSE 100 supermarket giant.

A selection of discovery wine flights will be on offer at the Wardour Street bar to help visitors discover varieties that they might not know.

A spokesperson for the company said: "We are very proud of our award-winning finest* wines and we felt the time was right to showcase the range in its entirety outside of a store environment.

"The finest* pop-up wine bar has been created to give people the chance to experience our full finest* wine portfolio in a relaxed and sociable setting. The aim is to give visitors the chance to experiment and enjoy something new that they may not have tried before, and we will be actively encouraging guests to be adventurous within the safe quality-assurance cocoon of the finest* brand."

Tesco has been streamlining its business strategy in recent months, having announced sales of satellite business Giraffe and Kipa, Tesco's business in Turkey, last month.

Overall sales dropped by 1.3% at Tesco for the 12 weeks ending June 19 according Kantar Wordpanel with overall supermarket sales taking a 0.2% dive.

Speaking about the pop-up bar, James Davis MW added: "Consumers often veer towards wine styles that they are familiar with such as Pinot Grigio and Chardonnay.

"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."

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