Tesco believes ‘experience, discovery and expertise’ will strengthen its Finest range, as it eschews traditional sampling for a pop-up

Tesco hopes to capture the flag of premium supermarket ranges by adding an element of immersive experience to its Finest brand.
To realise this tactic, the grocer has opened a pop-up wine bar in London’s Soho. The activation is one that consumers may not necessarily expect from Tesco: it features a minimalist, subtly branded interior, black chalkboards, trendy metal furniture and a bar stocked with 48 Finest wines.
The pop-up is open until 13 August. It’s the first time Tesco has emb