The move follows Aldi’s foray into pop-ups during London Wine Week, when it opened up a wine retail outlet in Shoreditch’s Boxpark with 20 wines to support the launch of its online wine sales service.
Tesco senior brand manager Elisabetta Farroni said: “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.”
The supermarket’s category buying manager for wine, James Davis MW, added: “Consumers often veer towards wine styles they are familiar with, such as Pinot Grigio and Chardonnay.
“The Finest wine bar offers the perfect opportunity for us to share our knowledge and passion for wine with enthusiasts who are keen to step out of their comfort zone, explore different wines and ultimately be more adventurous when they visit the wine aisle.”
The Finest pop-up wine bar will be at 147 Wardour Street from August 2-13.