London's Hedonism offers ‘pinnacle of wine retail’

  • Monday 20 August 2012

A new wine store in London’s well-heeled Mayfair wants to become the ‘pinnacle’ of wine retail and the best shop of its kind in the world.

Penfolds Ampoule at Hedonism Wines

Hedonism stocks one of only 12 Penfolds Ampoules available in the world

Hedonism Wines
, which opened last week (16 August), stocks around 1,000 spirits and 3,500 wines, focusing on what it calls the ‘creme de la creme’ from each region.

Rare products on sale in the Davies Street store – backed by Russian mobile phone tycoon Yevgeny Chichvarkin and involving former Harrods wine and spirits buyer Alistair Viner – include 1999 DRC La Tache, Taylor’s 1945 vintage Port and a complete vertical of Masseto.

The store is also stocking one of only 12 Penfolds Ampoules available worldwide – the A$168,000 luxury bottling of 2004 Kalimna Block 42 Cabernet Sauvignon.

Hedonism Wines CEO Tatiana Fokina said part of the shop’s specialism was a focus on ‘iconic and quirky products’.

‘We felt there was not one wine shop in London and potentially the world that can be called the best,’ she added.

‘We are aiming to become the pinnacle of wine retail, providing first of all an exceptional level of customer service and a personal, concierge-like approach to every customer.’

Hedonism is to offer delivery within the hour in central London using electric vans, as well as customer parking and a children’s play area.

The shop also provides warm throws for customers to wear in its fully temperature and humidity controlled environment.

Staff members include a number of former sommeliers from Michelin-starred restaurants.

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