Vagabond
Our strategy
Focused on growth
Over the next five years, Vagabond’s growth will be centered on developing a robust omni-channel proposition across bars, retail, education and production – all driven by an industry-leading understanding of our customers.
Expand our presence
Vagabond has established itself as a unique player in the UK hospitality market – and we have plans to take our proposition to more locations across the UK. We aim to more than double our portfolio of bars in the next five years, with an ambition to operate 21 locations across the UK, expanding into major towns and cities outside of London.
A year after joining the Majestic Wine Group in April 2024, we invested in an extensive refurbishment of our flagship bar in Battersea Power Station, and launched two new London sites in St Paul’s and Broadgate. Vagabond will also open the UK’s largest urban winery in Canada Water – a game-changing site for our business and our customers and one which underscores our commitment to experiential hospitality. Not only will the venue offer a bar, a shop and an events space, it will quadruple our winemaking capacity, enabling us to produce 20,000 bottles of our award-winning wines every single year.
Bravery in wine
Vagabond’s eclectic, innovative selection of wines is unique in the UK hospitality market. We have more than 130 wines in our range, with each bar offering at least 100 options available to drink by the glass – that compares to around 20-30 in the average UK bar. The Vagabond range spans more than 40 different grape varieties – compared to less than 15 in most bars – from 24 different countries around the world, spanning old world staples like France and Italy, to off-the-beaten track nations like Greece and Hungary.
Leaning into the ethos that built Vagabond’s success, we will double down our focus on adventurous, educational and profitable buying and winemaking to ensure we continue to enhance our differentiated offering.
Multi-channel focus
The future for Vagabond is not just about bars. In October 2025, we launched a new direct-to-consumer platform, allowing our guests to purchase their favourite Vagabond wines to be delivered to their homes. Using the data we collect through our Vagabond app, we can send our guests personalised offers via email or in-app, based on their taste preferences, purchase habits, frequency and spend. They can order these wines online, and have them delivered to their door, no matter where they are in the country, via the Majestic Wine Group’s nationwide fulfilment capabilities.
We also operate the Vagabond Wine Academy, leveraging the expertise we have within our teams to help our guests on their journey from wine enthusiast to wine pro. The Academy offers internationally recognised Wine & Spirit Education Trust (WSET) Level 1 and Level 2 certification courses, with sessions taking place in our own bars – the perfect setting for wine lovers to hone their palates and discover the huge variety of wine styles.
Drive our data capabilities
The nature of our self-pour and explore model means that Vagabond has more than 100 data points in each of our bars, tracking what our guests are purchasing, when. More than 350,000 guest interactions take place every year in our bars and via the Vagabond app, providing a wealth of data that we can use to enhance the customer experience.
We can deliver genuinely personalised email marketing to our guests, providing them with news and offers that we know will be relevant to them, based on their purchase frequency and ordering habits. We also use that data to ensure that we are ordering the right quantities of the right wines – maintaining high levels of availability of our most popular wines – and develop insights and trends reports so that our wine selection remains adventurous and educational for our guests.
Expertise and experience
The expertise of our Vagabond Cru and the experience they deliver in our bars are central to our success – and we continue to invest in these foundations. Our people are the envy of the hospitality world and we will further enhance our suite of learning and development courses and programmes to further their wine education and maintain our industry-leading retention rates. Overall, 95% of the Vagabond team – including colleagues in our central support functions – are WSET educated.
That passion and knowledge is key to the Vagabond experience and our guest metrics. We are incredibly proud of our NPS score of 87, well above the industry average, and the fact that 68% of our guests visit us again – a number we are committed to growing further in the coming years.