Vagabond, the UK’s leading self-pour wine bar group, has launched a new app-powered tasting experience across all nine of its locations in London and Birmingham.
The new Digital Wine Flights are designed to help guests explore, understand and enjoy wine in a more interactive and intuitive way – with personalised flights curated through the Vagabond app and poured directly by the guest.
The experience begins with a short series of taste-led questions, matching users to one of
Vagabond’s signature wine “styles” – such as Bold, Crisp, Rich or Orange. Guests can then try a curated flight of four 25ml wine servings that reflect that profile, poured via QR code from Vagabond’s self-serve machines. Flights start from just £5.
Rather than telling people what they’ll like, the experience is built around exploration.
Whether you’re a red drinker discovering orange wine for the first time, or someone who’s
never quite found a Chardonnay you enjoy – the platform encourages curiosity over
repetition.
It’s powered by the Vagabond app, which launched earlier this year and already has tens of
thousands of downloads. The flights are part of a broader suite of digital features designed to make wine discovery more accessible, engaging and fun.
The launch comes at a time of growing interest in wine across all age groups. Drinkers are
becoming more selective, more informed and more engaged with what they’re choosing to
pour – and looking for experiences that help them explore further.
Christobell Giles, managing director at Vagabond, said: “This is about making the world of wine feel open, exciting and personal – whether you’re new to it or a seasoned drinker. Our guests come to Vagabond because they want to explore. I’ve spent years drinking wine and still feel like I’m just scratching the surface – and that’s what makes it so fascinating. With Digital Wine Flights, we’re giving people a new way in.”
The new launch supports Vagabond’s wider expansion and innovation strategy, backed by
owner Majestic Wine Group. Alongside a full digital revamp, the business will open three new
sites this year: a flagship at St Paul’s in September, a new bar at Liverpool Street in October,
and the UK’s largest urban winery at Canada Water later in the autumn.
