67 Pall Mall, a global group of private members’ clubs for wine enthusiasts that started in London in 2015, has introduced its inaugural En Primeur membership programme in Hong Kong.
It’s the fourth base in 67 Pall Mall’s portfolio, which includes Verbier, in Switzerland, and Singapore, with future clubs launching in Bordeaux and Beaune in France, and Melbourne, Australia in the near future.
There is a key difference between them and 67 Pall Mall’s En Primeur membership, however – it will provide members access to fine wines and experiences without having physical premises in the city.
That is reflected in 67 Pall Mall’s En Primeur annual membership fee of US$1,900, compared to the six or seven figures per year other members’ clubs in Hong Kong charge, not to mention they can have years-long waiting lists to join.
Membership offers access to the world of wine – events, tastings, and experiences – with the goal of curating a community of wine enthusiasts.
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Grant Ashton, founder and chief executive of 67 Pall Mall, explains why it chose to launch En Primeur membership in Hong Kong.
“As the wine capital of Asia, Hong Kong is the natural first destination for En Primeur membership of 67 Pall Mall. We have set out to unite wine lovers, offer exceptional wine experiences and bring the best names in wine to the doorsteps of Hong Kong’s inquisitive wine-loving residents,” Ashton says.
“As we set out to build wine communities in cities around the world, I look forward to welcoming the passionate and knowledgeable residents of Hong Kong in this new wave of membership.
“Hong Kong marks the first of many En Primeur locations in cities around the world as we seek out and cultivate new wine-loving networks.”
En Primeur membership in Hong Kong promises a range of wine experiences, including masterclasses, wine-paired dinners, tastings and casual social events.
The club aims to create an environment where members feel free to explore new wines, ask questions, and expand their horizons. The club has also committed to fostering future generations of wine lovers through educational initiatives such as courses, in collaboration with associations such as the Wine & Spirit Education Trust (WSET), that are overseen by Masters of Wine.
“The world-class events calendar features experts such as Bordeaux royalty Jane Anson, who will host a one-of-a-kind ‘Year of the Dragon’ vertical masterclass of top Bordeaux producers, featuring the 2012, 2000 and 1988 vintages,” says Ashton.
The launch event in Hong Kong, hosted in collaboration with The Upper House hotel in Admiralty, was led by Richard Hemming MW, 67 Pall Mall’s head of wine, Asia.
“For our Hong Kong launch, we’ve gathered some favourite wines from tastings hosted by luminaries such as Jancis Robinson MW, Jane Anson and Jasper Morris MW at [67 Pall Mall:] the Singapore Club,” says Ashton. “These bottles represent insider choices from classic regions, and we’ve added some unexpected surprises from lesser-known terroirs as well.”
67 Pall Mall En Primeur members in the city will soon have the option to experience 67 Pall Mall through a personalised wine service called “67 at Home”.
This service allows members to pay for masterclasses led by experts, or a sommelier service, for gatherings, effectively offering what 67 Pall Mall is known for at locations of their choice.
