Supermarket shelves clearly aren't quite as fun as the real deal, because Tesco's dipped its toe in the on-trade with the opening of a pop-up wine bar in London’s Soho to showcase its own-brand finest* range.
The pop-up venue located at 147 Wardour Street will be open until 13 August, and is intended to help consumers explore the brand’s range of styles. Wine flights will be on offer to guide drinkers through wines they may not know, while wine experts will be on hand to answer questions. Up to 50 different wines are to be available at the venue.
Tesco finest* senior brand manager Elisabetta Farroni said: 'Tesco is incredibly proud of the quality of the finest* wine range.
'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.'