Bottle Apostle opens fourth store in former Olympic village

Independent off-licence chain Bottle Apostle has opened a fourth store in the former athlete’s village that housed competitors during the 2012 London Olympics.

The East Village store in Stratford will stock more than 550 wines along with craft beers, sakes and a “distinctive” spirits range.

The area is being converted into a large residential district that is attracting affluent Londoners.

Owner Andrew Eakin said: “We opened our first shop in east London, so it only felt natural to open our fourth shop with a tribute to where it all started.

“East Village represents an entirely new way of living in London, and we’re ecstatic to be able to be a part of this change.

“East Village’s focus on building a distinctly independent community was a major draw to us.  We have always opened shops in areas in which residents share this love of the independent spirit. It’s this idea that has led to our successes in our Hackney, Crouch End and Clapham shops.”

The new store will house 16 wines on rotation in Enomatic tasting machines, allowing shoppers to wine from various regions.

The rest of the wines are colour-coded and come with food matching to help shoppers, while Eakin is placing in-store tasting events at the heart of his strategy.

Related articles: