Phil Innes felt like there was a problem in the wine scene. “Since the 1980s,” he shares, “the consumption of fine wine in [Birmingham] was seen as the preserve of the wealthy, the snooty and the privileged”. So rather than resting on his laurels, he took action and in 2012, he opened the first Loki merchants and tasting shop.
Located on the Greenfield Crescent in Edgbaston, the second Loki shop is a spacious and beautifully decorated wine spot which doubles up as a deli. Shelves stacked five rows high line most of the wall space, full to the brim with wine from across the globe. One of the goals Phil Innes set himself when establishing Loki was to ensure that it stays a young collective, and in doing so all wines should remain interesting, vibrant and diverse in flavour-profile and budget. This means that alongside recognisable and staple wine types, you’ll also find some unique natural and sparkling wines that you’ll struggle to find anywhere else. They’re also conscious to keep prices reasonable too, so anyone and everyone can pick up a quality bottle without breaking the bank.
A big part of Loki is their tasting experience. On one side of the room, you can’t miss their state-of-the-art Enomatic machine which holds an extensive selection of bottles of wine ready to enjoy by the glass. Each of these bottles are stored at their optimum temperature, and have as little interference from the atmosphere as is humanly possible. The result: a perfectly kept wine that’s served at its best every single time.
And it’s not just wine that tickles the fancy of the Loki team. They’ve developped a growing spirit and craft beer selection to buy and take home, as well as a select range to taste in-store.
They’ve also got a small snack menu too, because after all, what tasting is complete without a light bite? Whether it’s a handful of olives or a charcuterie board, they’ve got some ideal eats to pair with your choice of wine.
So thanks to Loki, you can forget about those old cliches that wine shops are for the fancy few amongst us. This gem is revolutionising the way we think about wine, pathing a new appreciation for wine and all of its variations. Hop aboard the wine train - there’s a whole world to discover.