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The New Zealand Cellar’s Wine Sale

December 31, 2014

EventsFood & DrinkLifestyle | by James Joseph

EU4A1091Every season fashion designers hold their coveted sample sales – a chance for die-hard fans of the label to get their hands on samples and limited editions for a fraction of the price in the shops. So why not the same for high-end wine?

That’s certainly the idea behind The New Zealand Cellar’s latest venture – a pop-up shop in Brixton for wine buffs and novices alike could discover the array of premium and difficult-to-find New Zealand wines, without the retail mark-ups.

New Zealand is famed for many things: bungee jumping, stunning landscapes – from dramatic mountain ranges to picture-perfect beaches (and let’s not forget all things Lord of The Rings) – but despite its fruitful wine-growing regions, New Zealand wine still struggles to find its place on the world stage when it comes to wine.

This is something Melanie Brown, founder of The New Zealand Cellar is looking to change with her venture, which raises awareness of the brilliant array of producers all across the country – and delivers them to your door without you having to leave the house (as much as we’d like to be there, sampling a crisp Chardonnay, taking in the views…).

Founded in July 2014, the company is so-far an online-only venture founded by wine expert Melanie, who has been working in the capital’s restaurant industry for eight years, including becoming head wine buyer at The Providores and Tapa Room where she built up the largest premium New Zealand wine collection in Europe.

Held in Brixton East, the pop up allowed experts who may already be customers to New Zealand wine virgins to discover, sample and purchase a huge range of wines (from £10, ranging up to £60 a bottle), from punchy Pinot Noirs to crisp Sauvignon Blancs. A total of 40 producers were present for wine buffs to peruse, from suppliers including Seresin Neudorf from Marlborough, Pegasus Bay and family-run Gladstone Vineyard in Wairarapa, as well as plenty of tiny one-vineyard suppliers from far-flung stretches of the islands, where each quality grape is hand-picked for production.

After all the sampling and swilling, Kiwi coffee maestros Caravan were on hand for a caffeine hit and sausage sarnies were being dished out by Notting Hill’s Provenance Butchers.


Sarah Gibbons