Vagabond Birmingham launches digital wine flights

Vagabond’s new Digital Wine Flights help you discover your taste… one pour at a time.

Vagabond, the UK’s leading self-pour wine bar group, has launched a new app-powered tasting experience across all nine of its locations in Birmingham and London. The new Digital Wine Flights are designed to help guests explore, understand and enjoy wine in a more interactive and intuitive way – with personalised flights curated through the Vagabond app and poured directly by the guest.

The experience begins with a short series of taste-led questions, matching users to one of Vagabond’s signature wine “styles” – such as Bold, Crisp, Rich or Orange. Guests can then try a curated flight of four 25ml wine servings that reflect that profile, poured via QR code from Vagabond’s self-serve machines. Flights start from just £5.

Rather than telling people what they’ll like, the experience is built around exploration.

Whether you’re a red drinker discovering orange wine for the first time, or someone who’s never quite found a Chardonnay you enjoy – the platform encourages curiosity over repetition.

It’s powered by the Vagabond app, which launched earlier this year and already has tens of thousands of downloads. The flights are part of a broader suite of digital features designed to make wine discovery more accessible, engaging and fun.

The launch comes at a time of growing interest in wine across all age groups. Drinkers are becoming more selective, more informed and more engaged with what they’re choosing to pour – and looking for experiences that help them explore further.

Christobell Giles, Managing Director at Vagabond, says: “This is about making the world of wine feel open, exciting and personal – whether you’re new to it or a seasoned drinker. Our guests come to Vagabond because they want to explore. I’ve spent years drinking wine and still feel like I’m just scratching the surface – and that’s what makes it so fascinating. With Digital Wine Flights, we’re giving people a new way in.”

The new launch supports Vagabond’s wider expansion and innovation strategy, backed by owner Majestic Wine Group. Alongside a full digital revamp, the business will open three new sites this year: a flagship at St Paul’s in September, a new bar at Liverpool Street in October, and the UK’s largest urban winery at Canada Water later in the autumn.

For more information, visit: www.vagabondwines.co.uk/