An Exclusive Look Inside London's Most Coveted Private Wine Club
For those keeping score, this is the second of five different posts about our 10th wedding anniversary trip — a journey that included some amazing wine and food experiences. The first post was about PS — a private lounge (inside the Atlanta airport of all places) with an exceptional champagne selection and elevated dining.
However, before diving into the details of our private club tour and dinner, I’ll recap the highlights of our first three magical days in London!
My wife Dio and I visited the Tower of London where we saw the crown jewels for the first time, and it was a sight to behold. I’d share some pics with you all, but, alas, photography was not allowed in that section of the Tower. We were, however, able to document plenty of other incredible sights, including the Tower’s impressive displays of medieval armor and historic weapons. The views of the Tower Bridge from the fortress’ walls were quite spectacular, and we did manage to get some great shots of the classic Tudor-style buildings and cobblestone courtyards that make this historic site so captivating.
We also spent a fascinating afternoon at the famed Churchill War Rooms, where, among other wartime secrets, we learned all about Winston's favorite champagne: "Pol Roger."
Our museum touring was capped off with a wonderful meal at the Tate Modern's top floor restaurant. There we enjoyed a beautiful Burgundy while taking in sweeping views of the Thames. As seen here:
On the evening of our trip’s third day, we experienced something I'd been anticipating for months: a tour and dinner at 67 Pall Mall, the private members’ club devoted to fine wine.
MISSION IMPOSSIBLE: SCORING AN INVITATION
Getting into 67 Pall Mall without a membership should have been impossible. This exclusive club maintains a strict policy: No non-members are to be allowed unless a current member is physically present to serve as their host. Period. But sometimes, having the right connections can open doors you’d never even imagine...
Our rare entry to this somewhat iconic institution came through our investment in Tuscany’s Borgo Bonelli Estate. If you haven't read about that investment, check my blog post here. One thing I neglected to mention in that post was the incredible worldwide network of wine-focused establishments also under owner Michael Kennedy’s purview. When we told Michael we were planning an anniversary trip to London, he set up a Zoom call to see if and how he could help us plan truly memorable experiences we might not be able to arrange if left to our own devices. That's when we first learned about 67 Pall Mall — a club we’d never previously been made aware of, but that Michael immediately flagged as something quite special.
Through his own connections with VINIV and Chateau Lynch-Bages, he was able to arrange something extraordinary on our behalf: a tour, followed by dinner. This was afforded us as prospective members of the club, and it wasn't just any favor — this gave us instant access to one of London's most exclusive wine destinations.
What made this even more special was discovering that I'd actually tasted wine made at VINIV before —Component Wine Company La Colline— another one of Kennedy's brands that happens to be one of my favorite Bordeauxs. Small world! That added connection really tied everything together beautifully.
THE WAITING IS THE HARDEST PART
The email correspondence that led up to this opportunity stretched from May through November, and our excitement built with each exchange of information.
Michael explained the significance of this access: They were making a special exception for us that is rarely allowed. Sabrina Meier, then-Head of Membership, coordinated everything to perfection, even accommodating my seafood allergy and offering us the additional option of a personal tour (if we arrived early enough).
By the time November arrived, Dio and I had done our research and learned everything we could about this place. Founded by Grant Ashton in 2015, 67 Pall Mall represents something revolutionary in the wine world — a private members' club designed specifically for wine lovers.
1,000 FINE WINES BY THE GLASS?
What makes 67 Pall Mall such an extraordinary venture isn't just the London flagship location. It’s the fact that this has become a global empire with clubs in Verbier, Singapore, a resident membership in Hong Kong, and ambitious plans over the next three years to launch new locations in Bordeaux, Beaune, Melbourne and Shanghai. Each location boasts extensive wine lists with unprecedented access — in the London club alone, there are over 5,000 wines originating from 42 different countries. And, thanks to the genius of Coravin technology, more than 1,000 of those wines are available to members by the glass.
That’s CRAZY.
Both as a wine lover and as someone who appreciates innovative approaches to existing industries, this business model fascinated me.
To explain: Generally (and historically) speaking, establishments with traditional wine lists mark up individual bottles at multiples of their own cost, selling them to their customers at a final price that is significantly higher than what they themselves paid for them initially and often noticeably higher than retail..
That’s just how it works in the bar and restaurant world, and everyone involved (from the wineries to the proprietors on down to the bar and restaurant clientele) is basically used to that arrangement.
67 Pall Mall locations, on the other hand, operate instead on small cash mark-ups. This has the effect of making exceptional wines accessible to their members at near-retail prices. Income from the cost of the membership enrollments themselves compensates for these lower margins. The result? A community-focused approach that prioritizes member experience over high profits made on each glass or bottle sold.
What's particularly impressive is their commitment to local adaptation without abandoning their core wine focus. The Verbier Club, nestled in the Swiss Alps above the Valais wine region, showcases local Swiss wines alongside their global selection. Whereas, their Singapore branch occupies a spectacular penthouse space replete with sweeping views of that legendary city. Each individual 67 Pall Mall club respects its own distinct local wine culture while simultaneously providing access to an amazing cross-section of the world's finest bottles.
WE EMERGED IN LONDON RAIN
We arrived to our destination a few minutes late due to London's notorious traffic, rain pelting the historic building on Pall Mall. The understated exterior gave little hint of the “wine wonderland” that awaited us inside.
After being warmly greeted by the staff, we were shown to the heart of their operation, The Clubroom, where an impressive glass bar dominated the center of the space, displaying hundreds of bottles of different wines. We settled at this room’s bar, immediately basking in its atmosphere. Dio and I relaxed and watched skilled sommeliers work behind the bar while members dined, laughed, and enjoyed themselves throughout the space.
We ordered a champagne from the producer Charles Heidsieck, though I didn't take any notes or photos at this point since we were focused on absorbing the experience. Also, in all honesty, I weren't sure what rules or protocols might govern photography inside such an exclusive, hidden spot, and did not want to run afoul of any prohibitions.
A GUIDED TOUR OF A HIDDEN KEEP
Luckily, when Sabrina arrived and I mentioned my wine blog, she graciously agreed to let me document our experience. And, since photography of any sort is simply not allowed inside the club (for obvious reasons), she kindly offered to provide professional pictures of the interior for me to include here.
At that point, we began an incredibly detailed tour of this original 67 pall Mall location. That guided trek revealed to Dio and myself a myriad of aspects of the club that are not mentioned in either its online presence or marketing materials.
As Sabrina explained, the “wine towers” have become a signature feature at all their locations across the globe. This trend began in the London club and has since been expanded in Singapore (where, we were told, the beautiful tower stretched the length of their double-height ceilings, with special step ladders inside so the sommelier team can access the full wine collection). The organization’s new site developments in Bordeaux and Melbourne will notably boast even larger versions of such tower designs, featured at the centre of those clubs
The Chapel Room proved particularly intriguing. In addition to sweeping views overlooking St. James's Palace, it also includes its own wedding license. This means that it’s legal for actual marriage ceremonies to be performed here. That fact added an unexpectedly romantic element to what’s already a venue dedicated to glorifying one of life’s greatest pleasures…
An area known as the "Naughty Corner" revealed the club's playful personality. This space combines sketches and artwork alongside their selection of spirits, and serves double duty as both a quiet daytime meeting space and a more energized evening gathering spot. An ongoing arrangement with a number of respected art galleries that sees them swapping out pieces from various artists year-round helps keep this important section of the venue visually interesting to club members who visit frequently.
WHERE EVEN THE MOST MINUTE DETAILS MATTER
As we moved through the building, I continued to notice small details that showcased the club's thoughtful approach to wine and hospitality. The wood-panelled Marlborough Room hosts private dining events as well as tastings. This is where members often mark special occasions such as anniversaries, birthday parties and paired dinners by indulging in storied vintages of esteemed wines. The emptied bottles that serve as decoration in the room pay tribute to a long line of intimate moments of this sort that have taken place there.
Image courtesy of Danny Peace
Beyond my appreciation for the amount of care and thought that has clearly gone into planning this venue, as a wine enthusiast I could not help but wonder about the technical complexities inherent in such an ambitious undertaking.
I mean, just think about it for a moment.
They have a wine list that hovers at 5,000 bottles, and is constantly evolving. 1,000 of those wines are available by the glass. That alone is a gobsmacking number if I’ve ever heard one.
Then, consider that their private dining rooms were designed to create the ideal environment for proper wine drinking. The lighting in these rooms comes courtesy of an innovative type of light panel that mimics the color temperature of daylight, rather than artificial light.
What’s the benefit to that, you might ask?
Well, by doing so, it ensures optimal conditions for tasting wine, even in windowless spaces. This displays a level of planning and consideration you’ll simply not find at the majority of places where fine wines are being served.
Additionally, for serious collectors, their wine storage program offers incredible value. an individual can store up to 120 bottles at a location in central London for only £30 per case per year. Furthermore, their £1 per bottle landing fee makes this a very attractive option for members who desire professional storage but also insist on easy access to their collection.
A COMPLETELY UNIQUE APPROACH TO PRIVATE TASTINGS
The club’s Wine Library immediately became Dio's favorite space, and I completely understood why. This stunning room features entire walls of wine illuminated with more of that sophisticated lighting that’s specifically designed for tasting. Members don’t pay any fee to reserve/book the room. The only requirement is that whoever’s made the reservation spend a minimum of £500 while using it. That seemed remarkably reasonable considering the deluxe setting and unfettered access to 67 Pall Mall’s incredible list of amazing wines.
What struck me most about the entire place was how the art of wine appreciation seemed to have been taken into consideration at every turn in the design and building process.
From the cutting-edge lighting to the clever way sommeliers can easily select and then access individual bottles from the club’s custom-built shelving, all variables ultimately served the overarching goal of creating the best conditions possible to allow members and guests to discover the wonders of great wine, without distraction.
GLASSWARE: GREAT MINDS THINK ALIKE
Our tour continued into the downstairs, which houses their impressive event space, the St. James’s Room. This space showcased the club's versatility beyond intimate dining. It’s a large room that can accommodate between 54 and 80 people for various functions — from engagement parties to casino nights. What struck me was how this space can be completely transformed, depending on its usage. The lighting, flowers, and setup can be modified to create entirely different atmospheres for a variety of occasions.
This space is complete with dedicated restrooms and kitchen facilities, and those amenities make it perfect for gatherings where one needs to accommodate larger numbers of people while still maintaining the intimate feel of the club’s main, upstairs areas. It also has its own separate entrance, which allows easy access from the main road. Sabrina mentioned they handle everything from wine tastings with guest winemakers to under-30’s BYOB dinners in this room.
Image courtesy of Haydon Perrior (@haydonperrior)
During this part of the tour we had a fascinating conversation about the club’s glassware standards. Their commitment to quality extends as far as exclusively using Zalto glasses across all their global locations. As someone who has enthusiastically used Zalto as their preferred glassware for years now, I was thrilled to learn this small-but-important detail.
Sabrina explained that the club once placed such a large order from Zalto that the factory had to temporarily suspend business with all other customers until they made good on that request. Which may explain why I struggled for a while a few years ago to purchase any Zalto glasses!
Image courtesy of 67 Pall Mall
A TIMELESS SPACE OF REFINED ELEGANCE
After the comprehensive tour, Dio and I headed to the Members' Lounge for dinner. The space, formerly the Hambros bank, retains historical elements from its previous incarnation — including the bank’s original revolving door at the room’s entryway. But what truly captured my attention was the beautiful wine wall behind the Members’ Lounge bar. Its elegant, timeless design and impressive backdrop made this my favorite feature of the entire space.
Just get a load of this dining room.
Image courtesy of Danny Peace
Image courtesy of Danny Peace
Immediately before we were seated, Sabrina showed us one final detail that made a tremendous positive impression on me: 67 Pall Mall’s Founder and CEO Grant Ashton's unique cooling station (of his own invention). Thousands of aluminum beads imported from Asia served as an alternative to ice. Combined in this fashion, they collectively created an elegant wine cooling system that can’t damage the bottles’ paper labels.
This was a sophisticated and novel alternative to traditional ice buckets (which are notoriously rough on labels) that once again very subtly demonstrated the level of thought behind every aspect of Ashton’s operation.
At this point in the tour Sabrina let us know we were permitted to take our own personal photos of the cooling system and of our dinner. So, we did!
I requested their sommelier team suggest wines for each course, as we wanted to experience their expertise firsthand. From the extensive menu, I selected three courses: charcuterie, pumpkin soup, and Hereford ribeye with salad.
The charcuterie course was paired with 2004 Pol Roger Champagne Vintage Brut, which I scored at 91 points. I'm fairly certain Sabrina mentioned our earlier discussion about our visit to the Churchill War Rooms to the sommelier, because we were absolutely delighted when this appeared as our first wine — a perfect connection to what we'd learned about Winston's favorite champagne earlier in our trip.
This champagne had a distinctive character with real substance and complexity. The bite and heavier feel made it an ideal match for the quality cured meats, with the champagne's weight standing up beautifully to the rich, salty flavors. The pairing highlighted both the champagne's depth and the craftsmanship shown in the charcuterie selection.
For the pumpkin soup, they originally suggested Williams Selyem, but since I have that producer in my cellar, I requested something different. They switched to 2020 Domaine Louis Michel Chablis 1er Cru Butteaux, which I also scored 91 points. The wine showed lovely mineral character with some oak influence and medium weight. While served at a slightly warmer temperature than my usual preference, this actually enhanced the wine's fuller character and worked well with the rich, creamy soup. The pairing demonstrated how even minute adjustments in serving temperature can have a noticeable impact in how a given wine complements a specific dish.
TWO EXEMPLARY WINES GO HEAD TO HEAD
It was during the ribeye course when I experienced the highlight of the evening: Our sommelier presented two exceptional wines side by side — a masterclass in contrast and style.
The sommelier's presentation was both educational and engaging: "On your left hand side, sir, you are having Nuits-Saint-Georges from Philippe Pacalet. It is a 2014 vintage...,” he intoned. “Jasper Morris said the Burgundy wine needs to be opened after the ninth birthday of the harvest. So this one, it is just 10 years old and I think right now it is a little bit more mature, more ready to be drunk. Philippe Pacalet is more on the freshness, more on the elegance of the wine —he's 'the OG'— it's one of the best for Burgundy connoisseurs."
The 2014 Philippe Pacalet Nuits St. Georges 1er Cru Aux Argillas, earning 94 points from me, was absolutely magnificent! Served from a magnum opened that morning, it displayed everything I love about mature Burgundy. The raisiny nose gave way to an amazing palate with fully resolved tannins and dark cherry notes. A mature banana quality on the nose indicated perfect peak drinking. This wine absolutely sang alongside the 28-day dry aged Hereford ribeye!
Then, the 2019 Robert Mondavi Winery Cabernet Sauvignon The Reserve To-Kalon Vineyard, which I rated 93 points, provided fascinating contrast. Double decanted the day before, it showed beautifully despite most 2019 Napa Cabernets being quite backward at this stage. The dark fruit nose and medium-high tannins clearly demonstrated why To-Kalon vineyard commands such respect.
After the sommelier's presentation, we had a wonderful conversation about our Mondavi connection. I mentioned our recent visit to Continuum Estate, the new project by the Mondavi family, where we met and spent time with Carissa Mondavi. If you have not already, you can read about that experience here.
It had struck me as one of those "small world" moments that makes wine culture so special — tasting Mondavi wines in London while discussing our personal Napa connection to that same family. The global nature of wine really came full circle to me in that moment.
At the conclusion of the meal, the sommelier let us know that both of the red wine pours were complimentary — an unnecessary but very wonderful gesture that we deeply appreciated.
A REVOLUTIONARY SERVICE TO THE WORLD’S WINE COMMUNITY
As we concluded our meal, the full impact of the experience became clear. This wasn't just dinner at an upscale restaurant — it was a full immersion into a worldwide community that understands and appreciates wine at the deepest level. From Sabrina's insights about the culture of being a member to the sommelier's expertise in selection and presentation, every detail demonstrated why 67 Pall Mall has revolutionized the concept of wine-focused hospitality.
The combination of truly exceptional wines at unusually fair pricing, world-class service, and genuine passion for wine education creates an atmosphere that is undeniably special. For serious wine enthusiasts, membership here provides access to experiences and wines that are simply unavailable elsewhere.
In retrospect, I suppose what impressed me most was how they've maintained the intimate, neighborly feel of a local wine club while operating at global scale. The wine events, member storage programs, and educational opportunities available at 67 Pall Mall show that their management understands that great wine is ultimately about sharing memorable experiences with others who similarly appreciate the craft.
Interested in experiencing 67 Pall Mall for yourself? Well, the club offers tours for prospective members (just like we received). To arrange a visit, simply contact their management directly through this website. If you decide you want to take the plunge and become a member, know that their application process requires both a proposer and a seconder.
However, if you don't have personal connections of that sort with existing members, in lieu of those references, 67 Pall Mall will accept a written biography explaining your passion for wine and the depth of your interest in joining their community. With multiple membership categories (including wine trade discounts and overseas options), they've created a number of pathways to make it possible for wine lovers from all backgrounds to access this extraordinary global enthusiast network.
Investigating all that 67 Pall Mall had to offer was a terrific and eye-opening start to our wine and food pairing week — ahem, I mean our 10th anniversary week! Stay tuned, as my next few blog posts will detail our experiences at The Ledbury, The Waterside Inn, and The Fat Duck: a trio of the UK’s three-Michelin-star restaurants…
