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Brief Published: 29 May 2015

Wine-Tasting Pop-Up

The Good Year pop-up

A new pop-up wine bar that aims to deformalise the wine-ordering process has opened in London's Shoreditch. The Good Year will focus on making wine more accessible to urban drinkers by offering a small selection of fine wines by the glass.

The venue, which will be open for a month, will take over London's Attendant Café on Thursday, Friday and Saturday evenings. Patrons will be able to order wines from a regularly changing menu with a focus on biodynamic varieties and wines from small producers – all priced under £10. Smaller taster servings will also be available to encourage experimentation, while a small selection of food will be available to pair with the wines. 

"There's a growing desire among Londoners to learn more about wine in a relaxed setting," The Good Year co-founder Mumtaz Lalani told Stylus. "People are curious; they want to know more, but they don't necessarily want to do this in a traditional environment with a sommelier guiding them through a wine list."

The over-complication of wine has been blamed for falling consumption rates, particularly among younger drinkers. We've noted an increase in restaurants and retailers encouraging consumers to experiment with new varieties. British chef Jason Atherton will soon launch a venue in London that will be led by a sommelier, while Californian wine brand Beringer has launched a set of plastic sampling strips that allow consumers to taste three of its bestselling wines in supermarkets.

For further insight into the ways in which brands are making wine more accessible to mainstream consumers, see Gen Y: The New Wine Consumer, Reframing Wine, Rebranding Alcohol and App Simplifies Alcohol Purchases.