What Humble Grape does

Humble Grape is a privately held London wine bar and wine retail group founded in 2009, operating seven neighbourhood wine bars, kitchens and shops across the city — Battersea, Fleet Street, Islington, Liverpool Street, Canary Wharf, Bow Lane and Smithfield — together with a related operating brand called Vivat Bacchus at Farringdon and London Bridge. Each venue combines a dine-in wine bar, a curated wine retail shop and event space, supported by an owned e-commerce storefront (shop.humblegrape.co.uk) that ships to Mainland UK. The portfolio is anchored by 700+ organic, biodynamic and low-intervention wines (with a stated tasting universe of 15,000+ wines across 20+ countries), many imported directly from small independent family-run producers on an exclusive UK basis.

The technology stack is hospitality-led rather than tech-led: a Squarespace-hosted consumer website, SevenRooms for unified table reservations across all seven venues, Eventbrite for ticketed tastings and WSET courses, Giftpro for gift vouchers, Teamtailor for hiring, Matterport-based 3D virtual tours for wedding and meeting venues, plus delivery listings on UberEats and Deliveroo. There is no public API, SDK or developer platform, and no AI/ML capability is disclosed.

Revenue is generated across multiple streams: in-venue food and beverage (the core), wine retail online and in-store, the Humble Club wine subscription, ticketed tasting events and WSET education, bespoke wedding venue hire (£8,000–£12,000 minimum spends + 13% service) at four flagship venues, and B2B day conference / meeting room hire (£1,000 + 12.5% service). Customers are predominantly London-based wine enthusiasts, supplemented by corporate meeting bookers, wedding couples, City office workers, dog owners (a marketed differentiator), families (Kids Eat Free Saturdays) and wine learners. Geographic reach is single-country: London for physical venues and Mainland UK for online wine shipping only.

Name

Humble Grape

Legal name

Humble Grape

Website

https://humblegrape.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Humble Grape operates seven neighbourhood London wine bars, kitchens and retail shops plus an online wine shop, serving London wine enthusiasts, wedding couples and corporate clients with curated organic wines, WSET education, ticketed tastings and bespoke private hire.

Ownership category

akta.pro rank

Product category

Wine Bars & Hospitality

NAICS

Beer, Wine, and Liquor Retailers (44532)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industry

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Wine bar hospitality
• Wine retail
• Wine tasting events
• Wine subscription
• Wedding venue hire

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Wine bar and restaurant food and beverage sales: Per-cover dine-in revenue across seven London venues including seasonal menus, sharing plates, cured meats and cheese, Sunday roasts, and wine by the glass/bottle; supplemented by 'Wine O'Clock' £6 wine promotion and 'Retail Monday' shop-price drinking.
2. Wine retail (in-store and online): Direct wine sales via seven in-venue shops and an e-commerce storefront (shop.humblegrape.co.uk) shipping to Mainland UK; minimum order £100 online, next business day delivery if ordered before 11am, £15 delivery fee (free over £150).
3. Humble Club wine subscription: Recurring subscription wine deliveries with curated selections, exclusive offers and tasting event access for members.
4. Wine tasting events and education: Ticketed tasting events (from £11pp, max 20 people), Wine 101 classes (£11 with £10 redeemable deposit), Tasting Tuesday four-wine mini-tastings (£15), WSET Level 1 and 2 courses, and bespoke private tastings (minimum 8 guests).
5. Weddings and private celebrations: Bespoke wedding venue hire with seasonal canapés from £9pp, 2/3-course set menus from £60pp, late licence, wedding admin fee, AV equipment and minimum spends ranging £8,000 (Islington) to £12,000 (Fleet Street) plus 13% service charge.
6. Corporate meeting and conference room hire: Full-day conference package 09:00–17:00 at £1,000 + 12.5% service charge (including lunch, teas, coffees, AV equipment and seating), room-hire-only option, and bespoke board meetings for Fleet Street (up to 50 seated / 70 standing) and Canary Wharf (up to 20 seated / 25 standing) venues.
7. Gift voucher sales: Flexible gift vouchers (via giftpro.co.uk) redeemable across all venues for in-bar drinking and dining, wine tasting experiences, or wine shop purchases.

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels8 records

Core offering

Humble Grape operates a network of seven London wine bars, kitchens and shops that sell over 700 organic, biodynamic and low-intervention wines direct from independent producers, alongside an online wine shop shipping to Mainland UK, a WSET-certified Wine School, ticketed wine tasting events, the Humble Club wine subscription, gift vouchers, and bespoke wedding and corporate meeting venue hire.

Product overview

Humble Grape operates as a multi-location wine bar and wine retail platform rather than a single-product SaaS. The portfolio is anchored by seven neighbourhood Wine Bars (Battersea, Bow Lane, Canary Wharf, Fleet Street, Islington, Liverpool Street and Smithfield), each of which doubles as a Wine Shop and is supported by an online Wine Shop (shop.humblegrape.co.uk) carrying 500+ sustainable wines. Layered on top of the core bar/retail engine are the Wine School (WSET Level 1 & 2 courses), Wine Tasting Events ticketed via Eventbrite, the Wine Days of the Week recurring programme, Weddings & Private Events at four flagship venues, a B2B Day Conference / Meeting Room Package, the Humble Club wine subscription, Gift Vouchers powered by Giftpro, and a cross-venue dog-friendly hospitality programme. Reservations across all bars are unified through SevenRooms, and the venues are also listed on delivery platforms UberEats and Deliveroo.

Differentiator

Problem solved

Functional benefit

Brands

• Humble Club: A wine club/subscription offering curated wine deliveries, exclusive offers, and access to tasting events across London.
• Humble Street
• Wine O'Clock
• Wine School (WSET)

Products and services

• Humble Grape Wine Bars

Quantifiable outcome

• More than 700 wines (and up to 450 for weddings) available across the venues, drawn from a pool of 15,000+ tasted wines from 20+ countries.
• +3 more outcomes

Named customers1 record

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• EventbritecoreTechnology or IntegrationEventbrite is the ticketing platform used for all wine tasting events, Wine 101 classes, and WSET courses. Booking flow directs users from humblegrape.co.uk/events to Eventbrite checkout; utm tracking parameters are embedded for social and affiliate attribution.
• SevenRoomscoreTechnology or IntegrationSevenRooms powers online table reservations across all seven Humble Grape venues. The homepage 'Book a Table' CTA links to a unified SevenRooms reservation search listing every Battersea, Canary Wharf, Fleet Street, Islington, Liverpool Street, Bow Lane and Smithfield location.
• Wine & Spirit Education Trust (WSET)coreStrategic or Co-development PartnerWSET-approved programme partner delivering Level 1 and Level 2 courses covering grape varieties, wine regions, production techniques and tasting skills, with WSET-certified educators leading both group courses and bespoke corporate or private tastings.
• Vivat BacchusminorStrategic or Co-development PartnerVivat Bacchus is described as Humble Grape's sister brand, offering well-equipped meeting and conference spaces at Farringdon and London Bridge. Humble Grape's day conference page cross-promotes Vivat Bacchus as a complementary venue option.
• City AMminorGTM or Marketing PartnerCity AM is a London business newspaper that has featured Humble Grape as the best place for casual wine tasting in London; this is a press / earned-media relationship rather than a commercial partnership.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Jeroboams: Long-established London wine merchant with multiple shops and a wholesale arm — comparable as a London specialist wine retailer, though it lacks Humble Grape's bar/restaurant/event vertical integration.
• Berry Bros. & Rudd: Historic UK wine and spirits merchant combining retail, cellars, education and wholesale at much greater scale than Humble Grape — comparable on specialist wine retail and WSET-adjacent education, but with a much broader portfolio and B2B focus.
• Majestic Wine: UK's largest specialist wine retailer with nationwide stores and a strong online shop — overlaps with Humble Grape's online wine retail and tasting events, but operates at far greater scale and without the bar/restaurant layer.
• Naked Wines: Online direct-to-consumer wine retailer funding independent winemakers via customer subscriptions — comparable on the direct-from-producer, subscription-driven retail model and the curated producer relationships Humble Grape emphasises.

Direct peers

• Vinoteca: London-based multi-site wine bar, restaurant and retail chain with a curated wine programme and in-house shop at every location — the closest direct analogue to Humble Grape's bar-plus-shop model in the same London neighbourhoods.
• Vagabond Wines: London wine bar group with multiple locations offering self-serve wine dispensers, food pairings and a strong events/tasting programme — directly comparable on multi-site wine bar operations and curated portfolio positioning.
• Noble Rot: London wine bar and restaurant in Lamb's Conduit Street and Soho with a strong natural/organic wine focus, in-house magazine and tasting events — directly comparable on premium wine-led hospitality and editorial brand building.
• The 10 Cases: Independent Covent Garden wine bar and bistro known for a frequently changing wine list and food pairings — a comparable London single-site wine-led dining operator competing for the same customer segment.
• The Wine Library: London wine bar and retail concept combining dine-in with on-site wine shop and tasting events — closely comparable on the bar-plus-retail hybrid model that is central to Humble Grape's positioning.

Regional players

• Slingsby Wine: Harrogate-based wine merchant and tasting bar in Yorkshire offering curated wines, retail and tasting events — comparable on the specialist wine bar-plus-retail-plus-events format but operating in a different UK region to Humble Grape.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/humblegrape
• Xx.com/humblegrape
• Facebookfacebook.com/HUMBLEGRAPE

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Humble Grape