Tesco to launch finest bars in run-up to Christmas
UK retailer Tesco is reported to be launching a series of new pop-up wine bars in the run up to Christmas.
The supermarket giant will offering ticketed masterclasses along with food platters and wine at the pop-up eateries and wine bars in London and other cities, The Grocer reported.
These are expected to run throughout November and December.
Following the launch of Tesco’s first pop-up wine bar in the heart of London’s Soho in 2016, Tesco told db at the time that it had not ruled out further experiential wine events, as there was “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 brand told db at the time.
“It is good for consumers to have an opportunity to experience the wines outside of the wine aisle. It is more personal, immersive and tailored to the individual’s taste profile,” Jackman told db
The news comes hot on the heels of Lidl announcing a series of blind tasting events in London, Manchester and Glasgow.