Harrods focuses on ‘exploration’ with new drinks department

20th April, 2018 by Amy Hopkins

Luxury London department store Harrods has opened its new Fine Wines and Spirits Rooms, categorising spirits by flavour profile rather than brands.

Harrods has unveiled its new Fine Wines and Spirits Rooms

The Fine Wines and Spirits Rooms have been designed by Martin Brudnizki Design Studio and are inspired by the golden days of the 1920s.

In the Fine Wines Room, products have been categorised by terroir, with a multitude of vintages with varying flavours, ages and price points.

Customers can also discover the flavours of each grape with a dedicated ‘aroma table’.

A Champagne Room showcases products by flavour profile, with a number of exclusive Harrods expressions on display.

In the Fine Spirits Room, products are also categorised by flavour profile. The area features the first Louis XIII Cognac boutique outside of Beijing, where a ‘century wheel’ will highlight more than 1,200 eaux-de-vie.

An Eduction Room is described as “one of the most exciting new features” of the department, offering live streaming to vineyards and chateaus. The area will also offer bottle personalisation with an in-house engraving machine, personal consultations and bespoke cellar plans.

“The Fine Wines and Spirits Rooms are an exciting showcase of Harrods excellence, setting it apart from any other retailer in the world,” said Alex Dower, director of food and restaurants at Harrods.

“The new rooms will break down barriers and change perceptions on the world of wines and spirits by focusing more on the flavour profile of the product, rather than the specific categories and brands.”

Nick Fleming, wine and spirits buyer for Harrods, spoke to The Spirits Business about how he selects top-quality products to stock.

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