Wine
London’s Plush Private Wine Club Embraces Digital—and Takes on the World
67 Pall Mall introduces 24-hour-a-day wine TV along with new clubhouses in France, Singapore, and Switzerland.
The wine bar clubroom at 67 Pall Mall, London.
Source: 67 Pall Mall
The first time I visited 67 Pall Mall in London, it was more noisy construction site than upscale wine club. Standing in the middle of rubble, founder Grant Ashton sketched out his vision of an unstuffy place for oenophiles to sip and socialize: a cellar with thousands of wines, dark-paneled eating and meeting spaces, reasonable prices, and member wine storage in a former “invincible” bank vault. I wondered it if would ever open.
When it did, in October 2015, I still doubted the club would succeed in a city brimming with great restaurants and wine bars. I was wrong.