28-50 heads for Mayfair

Chef and sommelier duo Agnar Sverisson and Xavier Rousset MS have confirmed plans to open a Mayfair branch of their 28-50 Wine Workshop & Kitchen.

28-50Due to open in September, the venue on Maddox Street – very close to two-Michelin-starred restaurant Hibiscus – will mark the third 28-50 after the original site on Fetter Lane in the City and its sister in Marylebone. The pair also own Michelin-starred, Scandivanian-influenced restaurant Texture, which they opened on the Mayfair/Marylebone border back in 2007.

Speaking to the drinks business, Rousset admitted the decision to expand this wine bar and restaurant concept from the City into the West End with last year’s Marylebone launch had been “a gamble” but reported it had since been “very well received.”

As for the decision to open a second 28-50 West End venue, this time in an even more upmarket district, he observed: “There’s nothing quite like it in Mayfair.”

Located in a former office block, the site has already spent over six months being converted into a restaurant. Spread over two storeys and 30% larger than the Marylebone venue, the upstairs area will feature a bar and 50-cover dining area, while the lower ground floor will hold a further 40 covers.

For the moment Rousset would not reveal his plans adapt the 28-50 offer to its Mayfair clientele, saying only: “We will tweak it a little bit – we do that everywhere we go.”

He described 28-50 as representing part of “a new era of wine bars,” highlighting the appeal of its by-the-glass offer, which includes smaller tasting samples, as well as a fine wine collectors’ list.

Above all, however, Rousset stressed the importance of 28-50’s strong value proposition. “If we put a 25% increase on our prices, we’d lose 50% of our revenue,” he remarked.



Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Support Executive

London, UK

Partner Manager – On-trade - Greater London

Maverick Drinks
London/M25 belt, UK

Partner Manager – On-trade - North West

Maverick Drinks
Manchester, UK

Partner Manager – On-trade - West & Wales

Maverick Drinks
Bristol, UK

Partner Manager – On-trade - South East

Maverick Drinks
Brighton, UK

Events Sales Executive

The Drinks Business
Central London, UK

Sale & Operations Manager

Marussia Beverages
Marylebone, London, UK

Prestige Account Manager – Europe

Jackson Family Wines
London, UK

Pink Rosé Festival

7th Feb 2018

VinoVision Paris

12th Feb 2018


18th Feb 2018
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more