Vagabond to open landmark Soho site
Why does this matter?
Multi-million pound investment in beverage tech startup Vagabond showcases how self-pour technology, app-led experiences, and digital customer acquisition platforms are scaling in wine hospitality.
Highlights
Wine bar Vagabond is set to open a 6,000 sq ft flagship in the heart of London, pouring more than 120 wines by the glass as part of a wider growth strategy backed by Majestic Wine Group. Vagabond Wines is set to open a major new site in Soho this summer, as it ramps up investment in experiential wine retail and hospitality. Located at 14–16 Ganton Street, the 6,000 sq ft venue marks one of the brand’s most ambitious openings to date. It forms part of a multi-million pound commitment from Majestic Wine Group and Fortress Investment Group to scale Vagabond as a “category-defining hospitality brand”. Backed by Fortress Investment Group, the move also reflects a strategy to attract a younger, digitally engaged audience via Vagabond’s app and in-bar technology, creating what the company describes as a scalable platform for long-term customer acquisition across the Majestic Wine Group. Now 16 years on from its founding, Vagabond continues to position itself as a disruptor in the wine sector, having introduced self-pour technology, urban winemaking in London, and an app-led experience with digital wine flights. Immersive wine experience The Soho venue will offer more than 120 wines by the glass, including wines produced at Vagabond’s Urban Winery in Canada Water, described as the UK’s largest urban winery. Designed as a premium wine exploration space, the site will feature elements such as staircases lined with riddling racks, a private dining room set among stainless steel tanks, and a central bar shaped to echo a wine barrel. The operator said the space has been conceived as an “immersive journey into wine”, with flexibility for group bookings, private events and hosted tastings. Christobell Giles, managing director of Vagabond Wines, said: "Soho has always been a place that challenges convention, and that is exactly what we are here to do with wine. For too long, wine in central London has been something that happens to you — a short list, a quick decision, and very little sense of discovery. We are turning that on its head. At the Ganton Street location, you can explore over 120 wines at your own pace, try things you would never normally order, and build your own experience, whether that is a single glass or a full flight. It is about removing the barriers and putting the guest back in control. Everything in the space has been designed to support that. It is immersive, it is social, and above all it is about making wine more engaging and more enjoyable for everyone." Growth strategy The Soho opening builds on the performance of Vagabond’s Urban Winery in Canada Water, alongside more recent openings in St Paul’s and Liverpool Street, both of which the company said have exceeded initial expectations. It also forms part of a wider plan to focus on high-profile, experience-led locations in key UK cities. John Colley, CEO of Majestic Wine Group, said: "Vagabond is central to our vision for the future of wine, and we have made a significant multi-million pound investment in the brand to support its growth. Together with Fortress, we are backing a long-term strategy to scale Vagabond across the UK, combining standout physical locations with an integrated technology platform that allows us to build deeper, more direct relationships with a new generation of wine drinkers. Soho is a powerful expression of that vision — a flagship site designed not just to perform, but to acquire and engage the next wave of customers for the group." Emma Matus, head of restaurant leasing at Shaftesbury Capital, added: "Vagabond’s experiential concept is an ideal match for Soho, appealing to our broad demographic of visitors and perfectly complementing our dynamic, ever-evolving food and drink scene. Like its fellow wine bars in Soho, Vagabond delivers a unique, interactive experience that suits the West End right down to the ground." The new site is expected to open later this summer, further strengthening Soho’s position as a leading hospitality destination in central London.
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