New app-led wine experience opens up personalised discovery and deepens engagement with today’s digital natives
Vagabond, the UK’s leading self-pour wine bar group, has launched a new app-powered tasting experience across all nine of its locations in London and Birmingham. The new Digital Wine Flights are designed to help guests explore, understand and enjoy wine in a more interactive and intuitive way, with personalised flights curated through the Vagabond app and poured directly by the guest.
The experience begins with a short series of taste-led questions, matching users to one of Vagabond’s signature wine “styles” such as Bold, Crisp, Rich or Orange. Guests can then try a curated flight of four 25ml wine servings that reflect that profile, poured via QR code from Vagabond’s self-serve machines. Flights start from just £5.
Rather than telling people what they’ll like, the experience is built around exploration. Whether you’re a red drinker discovering orange wine for the first time, or someone who’s never quite found a Chardonnay you enjoy, the platform encourages curiosity over repetition.
It’s powered by the Vagabond app, which launched earlier this year and already has tens of thousands of downloads. The flights are part of a broader suite of digital features designed to make wine discovery more accessible, engaging and fun.
The launch comes at a time of growing interest in wine across all age groups. Drinkers are becoming more selective, more informed and more engaged with what they’re choosing to pour and looking for experiences that help them explore further.
Christobell Giles, Managing Director at Vagabond, said: “This is about making the world of wine feel open, exciting and personal, whether you’re new to it or a seasoned drinker. Our guests come to Vagabond because they want to explore. I’ve spent years drinking wine and still feel like I’m just scratching the surface and that’s what makes it so fascinating. With Digital Wine Flights, we’re giving people a new way in.”
The new launch supports Vagabond’s wider expansion and innovation strategy, backed by owner Majestic Wine Group. Alongside a full digital revamp, the business will open three new sites this year: a flagship at St Paul’s in September, a new bar at Liverpool Street in October, and the UK’s largest urban winery at Canada Water later in the autumn.
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