New wine shop promises revolution

The Finborough Wine Café opened in London last week, a sister outlet to the Summertown Wine Café in Oxford.

With a business model based around the try-before-you-buy concept, the café’s off-trade arm is being touted as potentially the most exciting element to the business.

Speaking about the launch, owner Rob Malcolm told the drinks business: “It’s going to be an absolute revolution for London,” adding that not only the wine selection but also the prices will be identical to the Oxford branch.

However, unlike the flagship venue, the Finborough Wine Café is spread over two floors, allowing a bigger shop floor area to be created in the downstairs cellar.

The set-up sees 50 wines served at the bar, changing on a monthly basis, of which 30 are available by the glass or 375ml carafe.

Customers can taste their way through a 12-strong selection for £8, redeemable if they buy a case or more. All wines served at the bar are available to take home at a lower retail mark-up, with half the range priced below £10.

The Finborough Wine Café also offers customers a membership deal, the “Nude Cork Society”. Members qualify by buying a case from the selection, which sees them rewarded with a 10% discount on the bar menu, as well as invitations to events and the judging panel responsible for choosing each month’s wines.

Located at 118 Finborough Road near Earl’s Court, the café shares a building with the Finborough Theatre, one of London’s top fringe venues.

For further details about the new venture, click here.

Gabriel Savage, 22.11.2010