Noble Rot Restaurant & Wine Bar

Name

Noble Rot Restaurant & Wine Bar

Legal name

Noble Rot Ltd

Website

https://noblerot.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Noble Rot is a London wine-focused hospitality group operating three award-winning restaurants, a wine magazine, a wine import business, and retail wine shops. Founded in 2013 by Dan Keeling and Mark Andrew, it serves wine enthusiasts and diners across London.

Ownership category

akta.pro rank

Product category

Wine-focused Hospitality

NAICS

Beer, Wine, and Liquor Retailers (4453), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Fine Dining Restaurants (THAFACAA)

akta.pro secondary industry

Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Wine bar service
• Fine dining restaurants
• Wine magazine publishing
• Wine import retail
• Private dining events

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Restaurant Dining: Fine dining restaurant revenue from food and beverage service across three London locations. Includes à la carte menus, set lunch menus, and private dining rooms. Wine sales represent a significant portion of revenue given the wine-focused positioning.
2. Wine Bar Service: Wine bar operations at Lamb's Conduit Street and Mayfair with walk-in service. 60-bin daily-changing 'by the glass' wine menu.
3. Magazine Subscriptions: Print magazine subscription model with 4 issues delivered (approximately 12 months). Auto-renewing subscriptions managed via Recharge platform. Includes exclusive access to online article archive.
4. Magazine Single Issues: Individual magazine purchases at £14 plus postage. Back issues available from £10-12.
5. Book Sales: Wine books authored by Dan Keeling including 'Wine from Another Galaxy' and 'Who's Afraid of Romanée-Conti?'. New book 'Pick Your Bottles' available for pre-order.
6. Merchandise: Branded merchandise including wine bags (£160), tote bags (£15), t-shirts (£55-60), corkscrews (£7.50), and mugs (£15).
7. Gift Vouchers: Restaurant gift vouchers redeemable at all three locations, valid for 12 months. Sold via Giftpro platform.
8. Wine Import and Retail: Keeling Andrew & Co wine import business and Shrine to the Vine retail wine shops. Co-owned by founders Dan Keeling and Mark Andrew.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Noble Rot operates three award-winning London restaurants (Bloomsbury, Soho, and Mayfair) offering 'Franglais' cuisine paired with celebrated wine lists, alongside a quarterly print magazine covering wine, food, and popular culture. The company also runs an associated wine import business (Keeling Andrew & Co) and retail wine shops (Shrine to the Vine), and sells branded merchandise, books, gift vouchers, and subscriptions via its online store.

Product overview

Noble Rot is a multi-faceted wine and dining enterprise built around three award-winning London restaurants (Lambs Conduit in Bloomsbury, Soho, and Mayfair), a quarterly magazine about wine, food and popular culture, and an e-commerce store selling books, merchandise, subscriptions and gift vouchers. The company also operates wine import business Keeling Andrew & Co and retail wine shops under the Shrine to the Vine brand. The restaurant portfolio is anchored by acclaimed wine lists (winning 'Wine List of the Year' multiple times) paired with menus featuring fine British produce and 'Franglais' cooking overseen by executive chef Stephen Harris. The magazine, launched in 2013, features celebrity interviews and wine/food writing, with related books published by co-founder Dan Keeling.

Differentiator

Problem solved

Functional benefit

Brands

• Shrine to the Vine: Wine shop brand operated by the founders, with locations in London alongside the restaurant business.
• Noble Rot Magazine

Products and services

• Noble Rot Lamb's Conduit Restaurant The original Noble Rot wine bar and restaurant opened in 2015 in Bloomsbury, featuring a celebrated wine list voted Wine List of the Year multiple times and Franglais cooking overseen by executive chef Stephen Harris. Aimed at sophisticated diners seeking exceptional wine and food pairings.
• Noble Rot Soho Restaurant Restaurant opened in 2020 in Soho on Greek Street (former Gay Hussar site), with menus by Head Chef Adam Wood and Áron Stigmon and consultant chef Stephen Harris. Includes a private dining room for up to 10 guests. Ranked number 32 in top 100 UK restaurants in 2023.
• Noble Rot Mayfair Restaurant Third restaurant opened in 2023 in Mayfair's Shepherd Market, spanning two floors with outside terrace, ground-floor bar, first-floor bar, and vaulted cellar private dining room. Features the most ambitious wine list yet, ranging from house wines to rare DRC vintages.
• Private Dining Rooms Private dining rooms available at Noble Rot Soho (up to 10 guests) and Mayfair (up to 10 or 12 guests), available Monday to Saturday for intimate gatherings and events.
• Noble Rot Magazine Quarterly print magazine about wine, food, and the creative arts published three times per year (February/March, June, October). Features columnists, celebrity interviews (Benedict Cumberbatch, Nigella Lawson, Keira Knightley), beautiful illustrations, and photography. Available individually or via subscription.
• Noble Rot Magazine Subscription 4-issue subscription (approximately 12 months) priced at £48 plus postage, saving £8 versus buying issues individually. Auto-renewing managed via Recharge platform. Includes exclusive access to online article archive of 250+ articles from issues 1-35.
• Wine from Another Galaxy (Book) Book co-written by Noble Rot co-founders Dan Keeling and Mark Andrew. Won Drinks Book of the Year at the 2021 Guild of Food Writers Awards and has been praised by Nigella Lawson, Brian Eno, and The New York Times.
• Who's Afraid of Romanée-Conti? (Book) Dan Keeling's book published in late 2024 — a collection of attitude-changing essays about discovering great wine, praised by Keira Knightley, Diana Henry, and Angela Hartnett.
• Pick Your Bottles: 100 Wines To Change The Way You Drink (Book) Dan Keeling's book helping readers navigate wine shops with 100 curated wine recommendations. Available for pre-order.
• Restaurant Gift Vouchers Bespoke gift vouchers redeemable at all three Noble Rot restaurants. Valid for 12 months, available as email delivery or beautifully designed posted cards. Sold via Giftpro platform.
• Keeling Andrew & Co Wine Import Wine import company co-owned by Noble Rot founders Dan Keeling and Mark Andrew, representing world-class winemakers. Provides wines to Noble Rot restaurants and retail through Shrine to the Vine shops.
• Shrine to the Vine Wine Shops Wine shop retail brand co-owned by Noble Rot founders. Three locations in London: Lamb's Conduit Street, Broadway Market, and Stoke Newington.
• Limited Edition Noble Rot Wine Bag Black heavy-weight insulated wine bottle bag with white embroidered Noble Rot logo. Holds three bottles with detachable shoulder strap, four protective pads, and inside pocket. £160 each, ships UK only.
• Sex & Drugs & Pinot Noir Tote Bag Black organic cotton tote bag printed with 'Sex & Drugs & Pinot Noir' on one side and 'Winos With Attitude' on the other. £15, cannot ship to EU.
• Rotter Mug White fine bone china mug with Rotter logo on front and back. £15, ships to UK only.
• Rotter Corkscrew Professional Murano corkscrew with tactile two-tone rubber grip, self-sharpening serrated blade, and one-hand operation. Available in Rotter Pink or Rotter Blue. £7.50.
• Noble Rot X Folk T-Shirts Limited edition collaborative t-shirts with Folk Clothing. Available in White & Blue (£55) and Fête du Beaujolais/10 Years designs in White and Black (£60). Sizes S to XL.

Quantifiable outcome

• Wine List of the Year winner 5 times at National Restaurant Awards
• +2 more outcomes

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Keeling Andrew & CocoreStrategic or Co-development PartnerWine import company co-owned by founders Dan Keeling and Mark Andrew. Works with some of the world's most compelling winemakers. Provides wines to Noble Rot restaurants and retail through Shrine to the Vine shops.
• Shrine to the VinecoreStrategic or Co-development PartnerWine shop brand co-owned by founders Dan Keeling and Mark Andrew. Retail wine shops located at Lambs Conduit Street, Broadway Market, and Stoke Newington in London. Part of integrated wine business alongside Keeling Andrew imports.
• Stephen Harris / The SportsmancoreStrategic or Co-development PartnerConsultant chef providing guidance to Noble Rot kitchen teams. Offers secondment opportunities in his world-renowned restaurant The Sportsman in Seasalter. Oversees à la carte menu at Lamb's Conduit Street.
• SevenRoomscoreTechnology or IntegrationReservation and guest experience software used for online bookings across all three Noble Rot restaurants. Handles reservation management, guest preferences, and communication including email and SMS confirmations.
• ShopifycoreTechnology or IntegrationE-commerce platform hosting Noble Rot's online store for magazine subscriptions, merchandise, and gift vouchers. Provides PCI-DSS compliant payment processing infrastructure.
• StripecoreTechnology or IntegrationPayment processor for card transactions in restaurants via SevenRooms and online purchases. Handles credit card data securely without Noble Rot storing payment details.
• RechargecoreTechnology or IntegrationSubscription management platform handling recurring magazine subscriptions. Manages automatic renewals for 4-issue subscription periods. Data stored securely in Google Cloud Platform.
• NewsstandminorChannel Partner/ Reseller/ DistributorMagazine fulfillment service for European Union customer purchases. Separate EU store at noble-rot.newsstand.co.uk with shipping costs including duties.
• Berry Bros & RuddminorChannel Partner/ Reseller/ DistributorPrestigious UK wine merchant and one of Noble Rot magazine's retail stockists. Located at 3 St James Street, London.
• Wine & Spirit Education Trust (WSET)coreStrategic or Co-development PartnerAccredited WSET provider teaching up to level 3 in-house. Noble Rot sponsors sommeliers through WSET diplomas and Master of Wine qualifications. 20 staff enrolled in WSET diploma in recent year.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Others

• Decanter: Established global wine media title with events, subscriptions, and reviews. Adjacent comparator to Noble Rot's magazine business on the editorial-led wine enthusiast community.

Broad incumbents

• Petersham Nurseries: Upscale Richmond restaurant set in a garden nursery with an emphasis on wine, seasonal food, and design-led hospitality. Comparable to Noble Rot on elevated wine-and-food positioning in an experiential setting.
• Liberty Wines: Leading UK specialist wine importer with a deep grower portfolio. Directly comparable to Noble Rot's co-owned Keeling Andrew & Co on the curated importer role supplying Noble Rot restaurants and UK independents.

Direct peers

• Vinoteca: Multi-site London wine bar and restaurant chain focused on accessible, food-friendly wine lists. Overlaps with Noble Rot on the combination of walk-in wine bar service, food pairing, and a centralized wine philosophy.
• P Franco: East London natural wine bar with a tight list and informal food offering. Overlaps with Noble Rot on the wine-credentialed founder model, regular tasting events, and an audience of serious enthusiasts.
• 10 Cases: Covent Garden restaurant built around a frequently changing wine list of around 10 cases per wine. Highly comparable to Noble Rot on the rotating list philosophy and food pairing concept in central London.
• 67 Pall Mall: St James's private members' wine club with a ground-floor restaurant, focused on wine tasting flights and food pairings. Directly overlaps with Noble Rot on wine-list-led fine dining in central London for an enthusiast demographic.
• Terroirs Wine Bar: Soho wine bar with seasonal small-plates menu and a strong natural wine list. Comparable to Noble Rot's wine-bar-plus-simple-food format and central London catchment of wine enthusiasts.
• Sager + Wilde: London wine bar and restaurant group with locations in Hackney and Soho, offering a serious natural-leaning wine list alongside seasonal cooking. Closely comparable to Noble Rot on wine-led casual-to-fine positioning and neighborhood-based venues.

Emerging players

• Bibendum London: Wine-focused restaurant operating from the historic Michelin House building in South Kensington. Overlaps with Noble Rot on wine-credible dining and a connection to a major wine importer (Bibendum Wine Ltd).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/noblerotmag
• LinkedInlinkedin.com/company/noble-rot-restaurant-wine-bar

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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 Noble Rot Restaurant & Wine Bar