Hedonism Wines, Mayfair, London, UK


Flowers planted in the street outside Hedonism Wines


  1. The pursuit of pleasure; sensual self-indulgence.
  2. The ethical theory that pleasure (in the sense of the satisfaction of desires) is the highest good and proper aim of human life.

An article on a wine shop would normally be somewhat dry, were it any other than Hedonism Wines. Hedonism had been on my radar for a while, often being one of the few places stocking rare and unusual wines. The website is in line with most other independent wine outlets, albeit with a broader selection. The shop in contrast is a sight to behold.


A practical storage solution for glasses when not in use


Nestled in the heart of Mayfair Hedonism wines is a modern day Dionysian temple to wine. An astonishing collection of wines has been assembled here, with the very finest producers represented. Certain producers are on show in individual displays within the shop, almost like shrines to these gods of wine. If I consider the definition of Hedonsim above I can’t help but feel wine could indeed be the highest good and proper aim of human life.


The very finest wines are displayed in individual sections of the shop


If Domaine de la Romanée-Conti is not your thing how about a whole cave of Sine Qua Non

What makes Hedonism so much more fun that looking through the windows of a Ferrari garage is the downstairs tasting area, equipped with on-trend Enomatic tasting machines. I enjoyed tasting 6 different wine here for around £20 on the Enomatic card including a taste of Benjamin Romeo’s oustanding 2007 Contador.


A serious number of wines to taste makes for a fun afternoon shopping

There are no real budget wines on sale in Hedonism, but at the same time there are plenty of bottles in the 10 to 20 pound range. It appears care has gone into the selection throughout and I found all of the wines tasted from the Enomatic  machines were of a high standard. Hedonism also appear to be a specialist in large format bottles and several machines to serve them were also on display. For those of us on a tighter budget they stock a strong range in the half-bottle format too.


Just some of the many large format bottles on offer


The collection of spirits is also formidable

Conclusions: Hedonism Wines is well worth checking out next time you are in the vicinity. Whether window shopping, tasting, or looking for that special bottle for dinner, Hedonism supercharges the pursuit of pleasure and sensual self-indulgence in wine. Having thoroughly browsed the website I will be popping back to pick up a bottle of Nikolaihof’s Steiner Hund.


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