Sager + Wilde's first incarnation was a weekly pop-up in 2012,
where a limited number of brilliant wines at overly tempting prices
were open at any one time, and new ones were announced by the
ringing of a bell. The wine, plus the cheese toasties and low-key
vibe, meant that word spread quickly and by the time Sager + Wilde
opened their wine bar they already had a small, intrigued
following.
Situated on a sunny corner of
Hackney Road, the permanent version of Sager + Wilde has the
same spirit as the pop-up, albeit a little more organised and
without the bell ringing. Staff are encouraged by owners Michael
and Charlotte Sager-Wilde to express their individuality when it
comes to clothes and music, and to use whichever language they're
comfortable with when describing wine to customers. The result is
that Sager + Wilde has a lot of character, and is also a lot of
fun.
The wine itself is sourced from "a handful of brilliant
importers", and frequent 'winemaker nights' show the strength of
Sager + Wilde's relationship with producers around the world.
Interiors nod to the history of the building, a former east London
boozer called The British Lion, and were inspired by the reclaimed
pavement-light bar top that the Sager-Wildes sourced from a salvage
yard. Charlotte describes the look as "industrial/slightly gothic
chic", adding "everything is very subtle and understated. Not
remotely like it's owners or patrons at all".
Sager + Wilde have recently re-branded their second location,
Mission, as the Sager + Wilde restaurant and scrapped a former
focus on California to open up the range. It's within walking
distance so if all the wine drinking leaves you hungry, point your
nose in the direction of Paradise Row.