Supermarket giant Tesco has opened a pop up wine bar for the next two weeks in the heart of London’s Soho neighbourhood.
The bar, which is housed in a Soho art gallery while it shuts for the summer, will serve a range of 70-plus wines in the Tesco Finest range.
Customers will be able to walk into the pop-up for free without the need for a booking, and will be able to taste any of the wines before making a purchase in a nearby branch of Tesco.
“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,” Tesco senior brand manager Elisabetta Farroni said.
This is not the supermarket’s first outward venture. It purchased the burger chain Giraffe in 2013 to try and sway negative public opinion and recently it sold its chain of coffee store Harris + Hoole to Caffé Nero.