The Tesco Finest wine bar has a menu of 70 wines for visitors to try, priced at £3-4 a glass. Wine flights, comprising three glasses of wine, are available to encourage people to discover new varieties.
Experts are also on hand to answer questions, recommend different vintages and to teach people about wine.
Tesco has worked on the activation with Cube Communications.
Nick Jackman, Tesco Finest’s head of brand marketing, told Event: "This wine bar is a first for Tesco. It is an opportunity for customers to learn about and discover new, interesting wines in a relaxed environment and in a much more immersive way than if they were in the wine aisle in a Tesco supermarket.
"There are three key messages about the brand that we want consumers to take away with them. The first is about the breadth of our range, the second is about quality and, thirdly, we want to change perceptions and drive a positive awareness of the Tesco brand overall."
The pop-up, which is located at 147 Wardour Street in Soho, operates on a first-come-first-serve basis and entry is free.
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