From hidden gems to viral hits: The social media rise of London’s wine bars

Scrolling through TikTok, it’s impossible to miss the latest trend: wine bars packed with Gen Z and millennials, drawn in by candlelit vaults, natural wine lists, and influencer-approved aesthetics. But is social media simply spreading the word, or reshaping how a new generation discovers and enjoys wine? 

Social media platforms, particularly TikTok, have become instrumental in shaping the popularity of London's wine bars. The Devonshire in Soho, for instance, reportedly sells 20,000 pints of Guinness per week after becoming a social media sensation. Similarly, Gordon's Wine Bar in Charing Cross, established in 1890, has seen a surge in younger patrons eager to capture its historic, cave-like ambiance for their Instagram profiles.

Influencers and bloggers play a pivotal role in this trend. Hannah Crosbie, dubbed 'the Nigella of wine', has garnered a substantial following on Instagram by demystifying wine culture through accessible reviews and features like 'wine bars that don't suck'. Her approach aligns with insights from Miles Beale, CEO of the Wine and Spirit Trade Association (WSTA), who emphasised at Wine Paris the necessity of marketing to younger consumers. Beale noted that with a 20% decline in UK alcohol consumption over the past two decades, the industry must simplify its messaging to engage this demographic effectively.

Although Beale was speaking in the context of marketing products, the rise of influencer-driven content suggests that this approach could also be key for all areas of the wine trade. By leveraging social media platforms, these businesses can cut through traditional marketing noise and engage younger audiences in a way that feels authentic and accessible. Personalities like Crosbie exemplify this strategy, using platforms to make wine culture more approachable and engaging for younger consumers.

"If you want younger consumers to drink as much wine and spirits in the future as past generations, you need to make it much easier for them.”

With shifting trade dynamics, emerging technology, and evolving consumer habits, the drinks industry faces challenges, but also opportunities. As Beale put it: “If we can apply some of our clever marketing minds to really simple messaging, the impact could be very big.”

Beale also highlighted the importance of leveraging technology, social media, and AI to connect with diverse audiences. Personalities like Crosbie exemplify this strategy, using platforms to make wine culture more approachable and engaging for younger consumers.

Several London wine bars, to name a few, have recently gained viral attention on TikTok and Instagram:

Bar Crispin, Soho

Located on Kingly Street, Bar Crispin offers a curated selection of natural wines in a cozy setting, making it a favorite among social media enthusiasts. Its extensive, primarily European wine list is curated by head of wine Alex Price, with a focus on organic and biodynamic producers who prioritise sustainability. The selection highlights beloved regions such as the Loire, Beaujolais, and Savoie, alongside oxidative styles from the Jura and more experimental wines from volcanic regions like Tenerife, Sicily, and Greece. With independent merchants supplying ever-evolving selections, Bar Crispin offers both playful and classical low-intervention wines, some of which are available only in limited quantities.

Oranj

This wine bar focuses on natural and low-intervention wines, attracting a young crowd eager to explore unique wine offerings. Oranj has become particularly popular with influencers and younger audiences due to its trendy, low-lit ambiance and DJ sets, which create a lively and intimate setting. The bar’s relaxed, warehouse-style aesthetic makes it a prime location for social media content, further fuelling its appeal through platforms like TikTok and Instagram.

Gordon's Wine Bar, Charing Cross

As London's oldest wine bar, Gordon's has long been a destination for wine lovers, but its recent surge in popularity among younger audiences can be attributed to social media exposure. Established in 1890, it retains a sense of history with its candlelit vaults, low ceilings, and exposed brick, creating an atmospheric, almost subterranean drinking experience. Gordon's has survived significant moments in history, from World War II to the ever-changing London bar scene, maintaining its reputation as an iconic establishment. The combination of historic charm and a broad selection of quality wines has made it a go-to spot for those seeking both authenticity and an Instagram-worthy experience.

Trullo, Islington

Opened in 2010 on St. Paul's Road, Trullo has been celebrated for its Italian-inspired menu that marries traditional recipes with British ingredients. In January 2023, Trullo expanded by opening a wine bar next door, transforming its former shop into an intimate space with seating for about 12-15 guests. The wine bar offers a selection of fine wines and small plates, providing a cozy setting for patrons to enjoy a curated list that includes their own-label Chianti and Gavi di Gavi. This expansion reflects Trullo's commitment to offering quality Italian wines and dishes in a relaxed, social environment.

Bar Levan, Peckham

Nestled in the heart of Peckham, Bar Levan is a neighbourhood favourite that has gained traction on social media for its impressive selection of organic and biodynamic wines. The wine list highlights European producers who prioritise minimal intervention, sustainability, and authenticity. The bar pairs these wines with contemporary European small plates, offering a carefully curated menu of seasonal dishes. Bar Levan's intimate yet lively atmosphere, combined with its commitment to quality, has made it a popular spot among wine lovers and influencers alike, solidifying its place in London's thriving wine bar scene.