Tesco is to run a pop-up wine bar in Soho this summer to demonstrate the quality and diversity of its Finest wine range.
Demonstrating quality of Finest range
Located in the heart of Soho at 147 Wardour Street, the Finest bar will be open for just 11 days, from August 2-13th. It will showcase the retailer's Finest wine range, which has been awarded Own label range of the year by the International Wine Challenge for three years running. All 70+ wines in the range will be available by the glass and each will be complemented by a selection of 'discovery wine flights' to introduce consumers to new varieties. Members of the Tesco wine team and other experts will also be in-store to advise visitors and answer any questions for the duration of the initiative.
Encouraging shoppers to be more adventurous
Commenting on the launch, category buying manager for wine, James Davis said: “Consumers often veer towards wine styles 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.”
Follows Aldi wine shop launch
Tesco's initiative follows last month's opening of a pop-up wine shop by Aldi in Shoreditch's Boxpark to promote the recent launch of its online wine service and draw attention to the quality of its wines. The shop allowed customers to sample 20 wines, take part in one of three masterclasses with Sam Caporn (Aldi's newly appointed wine ambassador), and purchase wines online through tablets located in the store.
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