London hotel bars partner leading Australian wine brand

Penfolds ME London Wine Lounge

A new partnership has been formed by ME London hotel with Australian wine-maker Penfolds that will see promotions, branding and other activities at its bars and restaurants.

The hotel in Aldwych will activate the year-long partnership in its Radio rooftop bar, its Marconi Lounge bar and restaurants STK and Cucina Aellina, working with The One Group which operates the food and beverage operations at the hotel.

It will involve bespoke food pairings and wine-by-the-glass promotions as well as the rebranding of the Marconi Lounge on the ground floor as The Wine Lounge by Penfolds (pictured). Splashes of the wine brand’s iconic red will appear throughout the hotel.

A calendar of wine events will be held for both consumers and the trade over the year alongside staff training, supporting Penfolds which is now in its 170th year. It is the wine brand’s first “flagship venue” in Europe.

ME London will make use of Coravin technology to offer Penfolds wines by the glass including St Henri 2005 from magnum in STK. Parcels of rare wines, including back vintage Grange, will also become available throughout the year at the hotel.

Iain White-Duncan, head of sales and marketing for The One Group, said: “ME London and Penfolds are both exceptional brands with aligned premium credentials, making the partnership a perfect fit.

“We have worked in close collaboration to create a number of memorable touch-points and unique experiences for our visitors throughout the hotel, restaurants and bars.”

Ali Wilkes, Penfolds marketing manager for Europe, the Middle East and Africa, said: “We’re delighted to announce this mutual partnership with ME London. It really is a fitting place to showcase Penfolds and its reputation of winemaking excellence in the capital.

“What’s more, it gives us the opportunity to celebrate the link between London and Penfolds – a place that’s intrinsic to the winery’s history as Dr Christopher Rawson Penfold sat his medical exams here before relocating to south Australia to found Penfolds at the Magill Estate in 1844.”

The partnership coincides with the first release of The Penfolds Collection, which includes 12 wines spanning five vintages from 2010 to 2014. They are led by the 2010 Grange, the 60th consecutive release from Penfolds.

Penfolds ME London Wine Lounge branding

Previous Late-night pisco bar launched at South American restaurant
Next UK launch for pop star's moscato infused with juices and flavours