What tipple pairs best with a steak bake? For those who’d like to know the answer, Greggs and Fenwick have opened a champagne bar at the retailer’s flagship Newcastle department store.
The fresh collaboration between the two North East based brands follows on from the success of posh Bistro Greggs earlier this year, which saw 8,000 covers within a one-month period.
The Greggs Champagne Bar will run in Fenwick’s food hall from 24 October until 31 December. It will be open from 11:30am until the store closes on a reservation-only basis each day.
The design pays homage to the Belle Époque era with decadent art nouveau stylised details throughout. The curved bar seats 16 guests who can sip champagne from sausage roll encrusted flutes.
The menu brings together the nation’s favourite bakes and rolls with the finest champagnes. Guests will be able to pair their classic Greggs goods with Bollinger Rosé and Laurent Perrier, and the prestigious Louis Roederer Cristal at £75 a glass or £425 by the bottle.
Food-wise, Fenwick executive head chef Mark Reid takes the famous sausage, bean and cheese melt to new heights by pairing it with Bloody Mary ketchup, while the infamous sausage roll gets a revamp by being paired with honey chilli sauce. The lauded steak bake also gets upgraded by being paired with peppercorn aioli.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest Christmas ads and more sent straight to your inbox each morning
For those with a sweet tooth, there will also be a sugar-glazed cocktail called a Yum Yum Twist, made up of rum and real YumYums. A Cream Éclair with vanilla vodka and dark liqueur and a non-alcoholic Peach Melba cocktail.
“Whilst Champagne and Greggs might not be the most immediate food and drink pairing, following the success and reaction to our Greggs Bistro last year, we’re excited for the launch of the Greggs Champagne Bar at Fenwick,” said Greggs customer director Hannah Squirrell.
“Hopefully everyone who visited us last year, and many more, will enjoy the fun and unique experience that’s been created and discover that a chilled glass of Champagne accompanied by a Sausage Roll will be the hottest ticket in Toon for 2024.”
Fenwick strategic partnership director Leo Fenwick added: “After the phenomenal success of last year’s Bistro Greggs at Fenwick, we are proud to once again partner with the fellow North East icon, Greggs, to launch Greggs Champagne Bar at Fenwick offering a fun and truly unique costumer experience.
“This pop-up enhances our growing restaurant offer which continues to evolve through unexpected collaborations and new concepts bringing customers a truly memorable in-store dining experience.”
From Primark to challenger bank Monzo to Fenwick, the bakery chain straddles sector after sector with its attention-grabbing collaborations. So far it seems to have paid off.
