Working with London agency Inca Productions, the brand secured a pop-up location at 39C Jermyn Street in St James's. The space, dubbed The Tasting Room, will be open from 27 November until 13 December, giving guests the chance to shop for Christmas presents in the retail area.
A series of daily tasting masterclasses and events have been planned alongside other luxury brands including Tatler, Harper’s Bazaar and Floris Perfume. The latter, taking place on 11 and 12 December, will see Penny Ellis from the perfumer join with head winemaker Cherie Spriggs to construct a scent vase based on Nyetimber’s Rosé 2009.
In addition to the pop-up, the wine brand has also announced plans for a ‘takeover’ of the Wine Pantry in London’s Borough Market throughout December. Here, customers will be able to take part in tutored tasting with a Nytimeber brand ambassador.
Eric Heerema, Nyetimber's owner and chief executive, said: "It is great to be one of the first English wine producers to have a luxury central London pop-up store during Christmas. In addition, the takeover of the Wine Pantry is a great opportunity for us to offer our customers a chance to experience why Nyetimber has come to be synonymous with craftsmanship, heritage and the constant pursuit for perfection."
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