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Whats On
Selfridges changes law to make sips legal
— 10 January 2012
In May 2007 Selfridges was the one of the first to introduce enomatic machines to the UK with the launch of the Wonder Bar. At the same time, The Sampler – a London-based wine merchant and bar, also featured this novel way to sample wine at its Islington venue.
The enomatic machines pioneered a new way to consume wine with a direct bottle-to-glass self-selecting and self-pouring mechanism, cutting out the need for a server. When the machines were launched, three pourable quantities were available: the 25ml sip, 125ml and 175ml.
The sip turned out to be deemed illegal according to a little-known governmental Weights and Measures Intoxicating Liquor order of 1988.
Selfridges complied to the law and disabled the sip capability of its enomatic machines in Autumn 2007 but started a lobbying campaign to change the law – driven by Dawn Davies, Selfridges’ Sommelier and supported by Ewan Venters, Sefridges’ Director of Food Halls, Restaurant and Ecommerce.
After five years of petition and lobbying, with support from The Sampler, Selfridges has successfully managed to turn around the law following a vote at the end of 2011, effectively producing an amended Weights and Measures order of 2011. For the first time since the order of 1988, sips can be legally sold across the UK.
This is a major victory for Selfridges and, as well as allowing for fabulous and often expensive vintages to be savoured for an affordable price, it is a positive step towards more responsible drinking.
