Novikov launches exclusive wine club in Mayfair with rare vintages and members-only events

Novikov Restaurant & Bar in Mayfair has launched a new private wine club, offering exclusive access to rare vintages, sommelier-led events and preferential pricing. The Novikov Wine Club, curated by head sommelier Danilo Zilli at the restaurant’s flagship location on Berkeley Street, aims to create a dedicated community for lovers of the grape.

The membership-based initiative provides access to Novikov’s extensive cellar, including limited-edition labels and rare bottles. Members will also be invited to exclusive tastings, wine dinners and educational masterclasses led by Zilli and other industry professionals. The club also includes early access to events, curated newsletters and a personalised black membership card, granting access to a private online portal. According to the restaurant, the initiative is designed to foster a deeper appreciation for fine vintages among its clientele.

Club membership is priced at £300 per year and includes a range of benefits such as discounted rates on wine and Champagne. Cardholders receive 15% off bottles priced between £250 and £600, 10% off those between £600 and £1,800 and 5% off bottles above £1,800. Champagne purchases are eligible for discounts ranging from 5% to 10%. In addition to pricing benefits, members are invited to a daily Afternoon Escape between 3 and 6pm, during which they can purchase any bottle and receive a complimentary charcuterie board – and they can enjoy an annual birthday treat too, with a complimentary bottle of Champagne and a deluxe sharing plate on the big day.

Novikov is known for its high-end dining and extensive wine selection. The launch of the club marks a further expansion of its hospitality offerings, targeting both regular patrons and dedicated oenophiles.

Food Desk

For further information about the Novikov Wine Club, including how to join, visit the restaurant’s website here.