M brand expands with new central London wine shop

By Mathew Lyons

Published: 15 October, 2015

The M restaurant group is to launch a specialist wine shop in Victoria, London.

The M Wine Store is set to open in the autumn. It will offer customers premium and rare wines more usually available through the on-trade.

The store's wine selection will mirror that of the M restaurant and focus on wines from the US, France, Italy, South Africa, Australia and Argentina.

Alongside its wine offering, customers will also be able to sample a casual small plate menu designed by executive chef Michael Reid. The menu will feature dishes designed to complement either red, white or rosé wines available in-store.

Customers can also join daily tastings, which will take place on a mezzanine-level tasting table that can accommodate up to 20 guests.

The M Wine Store will be open seven days a week.

The launch follows quickly on from that of the 300-seat steak-themed M restaurant, which opened on Threadneedle Street in December 2014.

The restaurant has been shortlisted for 'Best New Opening 2014' in the BMW Square Meal Awards and is one of the finalists in the 'Best New Restaurant' category at the upcoming Harpers Awards 2015.

M was created by former Gaucho managing director, Martin Williams.

Williams said: "Over the past year, through heightened hospitality, we have gained a huge following of wine lovers and discerning diners who trust the M brand. The M Wine Store and its online sister is the perfect platform to offer special wines in an accessible, unpretentious environment".

M wine director, Zack Charilaou said: "Selecting the world's best wines across a range of price points has been an amazing journey. I am very excited that we will be the first wine store to offer what have traditionally been seen as 'restaurant wines' to the home."

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