Ten years ago, 67 Pall Mall opened its doors in London’s historic Pall Mall building with one decisive mission: to offer an unpretentious, deeply enriching experience for those who appreciate a good glass of wine. Conceived by former financier Grant Ashton, who grew weary of high markups and restrictive wine lists in upscale restaurants, the club stands today as a trailblazer in the global wine scene. Much more than a typical members’ club, 67 Pall Mall has become a refuge for the curious and discerning, a place where the love of wine meets a wealth of knowledge, community and hospitality.
The Vision of Grant Ashton
After three decades navigating the intricacies of London’s financial sector, Ashton pivoted dramatically to hospitality, driven by his own experiences as a wine enthusiast who sought value and variety in wine lists around the city. This desire, paired with his financial acumen and dedication, led Ashton to establish the 67 Pall Mall brand in 2015. Tucked away in a former bank building in the prestigious St. James’s district, 67 Pall Mall London turned the notion of exclusive wine clubs on its head, aiming to provide direct, accessible experiences without the inflated prices typically associated with rare wines. From the beginning, Ashton sought to create a space where members could explore a world of wine in one setting, with a carefully chosen team and an approach to pricing that has kept quality wines within reach. Today, Ashton’s drive continues to guide 67 Pall Mall’s evolution, helping to preserve its legacy as a leading destination for wine fanatics.
A World of Wine in London
As the first members-only club devoted exclusively to wine, the wine list is, naturally, the club’s heart and soul. Meticulously curated to remain as dynamic as it is extensive, the list strives to provide unmatched quality and variety. Members in London have access to one of the largest wine lists worldwide, a selection of over 6,000 wines from 42 countries representing every corner of the wine-producing world. The club’s sommelier team, supported by Coravin technology, enables members to sample more than 1,000 wines by the glass, unlocking an impressive array of options that would be out of reach in many settings. New vintages, lesser-known labels, and iconic selections intermingle, inviting members to explore a treasure trove of terroirs and styles.
To keep its members’ palates ever-intrigued, 67 Pall Mall continually evolves its wine list, drawing on the expertise of a growing team of specialists. Recently, Master of Wine Adrian Garforth joined as Group Chief Operating Officer, bringing insights from a career deeply rooted in the wine industry. His guidance aligns with that of Kathrine Larsen-Robert MS, who now oversees the wine programme in Europe. Meanwhile, London’s own team has welcomed Martijn Brouwer as General Manager, focused on curating experiences and maintaining the club’s operational excellence, ensuring the London location remain’s the city’s number one club for wine lovers. These appointments are part of the group’s commitment to elevating its member offerings while staying true to its roots as the home of fine wine.
Food & Wine: The Perfect Pairing
While wine remains at the forefront, the club also offers a culinary programme that enhances the overall experience. The menu is designed to match the diversity and range of the wine list with dishes that complement specific vintages and align with the seasons. The kitchen brigade collaborates closely with the sommelier team to ensure that the cuisine is as intentional and curated as the wine itself. Each dish is crafted with the understanding that it will not only accompany but also enhance the flavours in members’ glasses.
The club is comprised of various areas of differing sizes and ambience, each designed to create a welcoming atmosphere that promotes discovery and shared experiences. Members can reserve spaces suited for everything from informal social gatherings to larger private events, with knowledgeable staff on hand to lead tastings and pairings. The club’s array of masterclasses, paired dinners and educational sessions are led by producers, winemakers and world-renowned experts. Through these sessions, the club has created a platform where members can deepen their understanding of wines and regions both familiar and new to them.
A Global Club with a London Heart
Since launching its London flagship, 67 Pall Mall has steadily grown its presence with clubs in Verbier and Singapore, each thoughtfully designed to reflect its location while staying true to the original London model. Planned openings in Bordeaux, Beaune and Melbourne — some of the world’s most renowned wine regions — signal the brand’s commitment to becoming a truly global network, connecting wine lovers across continents. Furthermore, the club has broadened its reach by opening a public pop-up bar featuring 67 lines by-the-glass in Hong Kong this year. Yet, despite this ambitious expansion, the London club remains the crown jewel of the 67 Pall Mall group, serving as both the operational and symbolic home of the brand.
London is where 67 Pall Mall perfected its model of curated wine lists, expert-led tastings, and exclusive member events, and this heritage is echoed in the experiences at its sister clubs abroad. Each location carries the same DNA, showcasing the core values of 67 Pall Mall: they are built to foster an environment where wine discovery is celebrated, where members can share their passion, and where an ever-evolving wine list keeps even the most seasoned connoisseurs engaged.
To give each club its own personality, Ashton and his team have shaped every venue to embody the unique wine culture of its location — just as they did a decade ago in London. In Verbier, members are welcomed into a cosy Alpine atmosphere, while in Singapore, the penthouse location at the Shaw Centre presents a modern, metropolitan take on the club’s refined design.
Celebrating 10 Years of Wine Excellence
With its upcoming ten-year anniversary, 67 Pall Mall has taken the opportunity to enhance the London club’s interior and infrastructure. The recent refurb incorporates a blend of classic and contemporary elements, preserving the club’s history while adding subtle, enhanced touches that improve the overall experience. This is a nod to both longstanding members who have been with the club since its early days and new members who will join the community in its next decade.
The updated London venue has also seen its wine list bolstered, now representing the most comprehensive selection in recent years. This upgrade speaks to the club’s dedication to keeping the offerings fresh and expansive, encouraging members to revisit and explore even more. At the same time, 67 Pall Mall has introduced a new technology-driven approach to wine selection, allowing members to use an interactive digital wine list complete with tasting notes, reviews, and detailed producer profiles — a modern convenience that respects the vast history and tradition of wine culture.
A Space for Connection and Exploration
More than a place to sample wines, 67 Pall Mall is a community. Through a steady calendar of events, from casual tastings to curated masterclasses, members can engage with wines from every corner of the globe. This emphasis on connection extends beyond the club’s walls, with a form of membership that keeps members engaged with a series of events in cities awaiting their own 67 Pall Mall club. In this way, 67 Pall Mall’s London club continues to set the tone for all its sister locations, fostering an environment where the appreciation of wine and a sense of camaraderie go hand in hand.
As 67 Pall Mall London nears its tenth anniversary, it’s clear that the club’s commitment to fine wine remains stronger than ever, underscoring its dedication to being the ultimate destination for wine lovers. Ashton’s vision has not only created a space where wine aficionados can explore new vintages but also a community that celebrates the stories and experiences behind each bottle. The London club is poised to continue thriving as both a social hub for its members and an emblem of excellence in the world of wine, honouring its legacy as a torchbearer of wine culture. There’s no doubt that the decade ahead promises new discoveries, new members, and new vintages — all under the roof where it all began.
To find out more about 67 Pall Mall and the London location, visit the links below:
67 Pall Mall London
67 Pall Mall
London SW1Y 5ES
United Kingdom
Web: 67pallmall.com
Tel: +44 20 3000 6767
Email: info@67pallmall.com
Instagram: @67pall_mall
Facebook: @67PallMall