Hedonism Wines
UNLIKE MORE VENERABLE dealers, Hedonism Wines, a relatively new kid on the block, is less interested in developing its clients’ cellars than it is in providing them with the means for a good time in the here and now. With considerable energy, it blows the dust and cobwebs away to bring the widest selection of alcohol to the greatest number of people. Hedonism keeps the dressing of its massive windows to a minimum. The shop itself is the display. The aim is to encourage as many punters as possible to step through its portals into a vast emporium that’s illuminated, temperature-controlled and de-humidified to the highest specifications.
Once you’ve adjusted to the localised climate, you’re free to browse a staggeringly diverse array of wines and spirits, the majority of which are accessible from open racks. Here, only the oldest and rarest stuff is kept behind glass. Even then, a member of the team of green-aproned assistants, all of whom are characterised by expertise and approachability, will be pleased to show you whatever catches your eye. The shop may be situated in the heartland of hedge funds and oligarchs, but there’s a frank acknowledgement that not every customer has either the ambition or the wherewithal to splash eye-watering amounts on a super-rare vintage. At Hedonism, you’re guaranteed the same respect and quality of service, no matter whether your price-point is £25 or £250,000 a bottle.
See also: Berry Bros & Rudd
