This week, Ideal Wine Company
looks at the oncoming
launch of a pop up luxury wine merchant in London, and what it could mean
for the diversification of the fine wine trade.
The Diversification of the Fine Wine Market
One thing that the Ideal Wine
Company continues to find fascinating working as a provider of fine wines from
around the globe, is the diversification of the wine industry.
New developments are coming every
day, and they change the way we think about buying and consuming wine. Take the
Coravin device, which we
recently blogged about for example. That one small technological
advancement has the capability to reimagine the way people store wine.
2,000 Fine Wines to Sample at Your Convenience
Which is why we find the news
that a pop up luxury wine merchant is due to open on London’s South Banks so
compelling. Called a Vinorium, the stand will feature over 2,000 fine wines to
buy and sample. Furthermore, each bottle will come with a QR code, which will
enable consumers to research the wine they are trying.
Meanwhile, the transparent
Perspex building (constructed from two 20 foot shipping containers), will also
feature wine tasting master classes. Hosted by the Vinorium’s founder Stuart
McCloskey, these Bordeaux master classes will teach people how to drink wine
like an expert for £50 - £150 per ticket.
The Vinorium was Nothing but a Wonderful Dream a Year Ago
McCloskey took the time to
comment on the project. According to Harpers, McCloskey said that: “The
Vinorium Pop-Up was all but a wonderful dream a year ago, but we have made it
into a reality by transforming two 20ft shipping containers into a luxury
mobile wine merchant and wine bar.”
He went on to add that “it will
have an entirely bespoke interior fit made out of clear Perspex and the wine
will be available to drink in or take home. We will be offering a chance for
people to try some exquisite and UK exclusive wines during our masterclasses.”
The Opening Up of the Fine Wine Market
Ideal Wine Company finds this
fascinating, because it illustrates the opening up of the fine wine market. The
pop-up is like selling fine wine online; it’s a new way to ensure that consumers
who would never before have the chance, are equipped with the opportunity to experience
luxury vintages for themselves.
