Like many other businesses in the center of Barcelona, La Vinoteca Torres closed in March 2020 with the outbreak of the pandemic, which has especially affected activities most dependent on tourism. A year and four months later, the wine group reopens the doors of this establishment located on Paseo de Gràcia. But it does so with a new concept: The Wine House Pop-up Store.
While waiting for international mobility to fully reactivate, Familia Torres wanted to launch this new space with a proposal designed for Barcelonians, explains the Director of Wine Tourism and Gastronomy, Carlota Roset, to The New Barcelona Post. It will be an ephemeral proposal, meaning it is designed to test how it goes and if it can attract a new type of more local public, after seeing the success of recent months at El Celleret restaurant in Pacs del Penedès.
As it could not be otherwise, wine continues to be the common thread in the new establishment, but the restaurant that was previously in La Vinoteca Torres has been transformed into a wine bar on the establishment's terrace, with tapas to accompany the glasses of wine. The gastronomic offer is made with local products and includes a selection of cheeses, hams, cured meats, and preserves, where bread with tomato is not missing.
More than a hundred references of still wines, sparkling wines, and brandies can be tasted at The Wine House Pop-up Store, with prices for all budgets. Products from the wineries that Familia Torres has in Catalonia and in the Rioja, Ribera del Duero, Rueda, and Rías Baixas appellations of origin are included, but also those from California and Chile. To promote wine culture, a selection of 15 wines is highlighted each week, with the aim of encouraging customers to discover varieties of the same type of wine or from other countries.
The goal is to create a relaxed and casual atmosphere, where you can go for a drink and a tapa after work or when meeting friends, says Roset. And, while tasting the wine, you can take the opportunity to learn about its origin or elaboration from the staff of the wine bar, who explain it while serving.
The new establishment also has a shop, as was already the case at La Vinoteca Torres. It is located inside, where the restaurant used to be, which also extended to the terrace. In the shop, you can buy the wines on the menu offered in the wine bar. You can also try them before buying, at bars distributed throughout the interior. Likewise, in the room at the back of the premises, wine tastings, celebrations, or company meetings can be held.
First day of opening
The Wine House Pop-up Store served its first drinks and dishes this Wednesday. At lunchtime, a couple of tables were already occupied. At one of them was a couple who always visited La Vinoteca Torres and had missed the place during these months. So much so that both were delighted with the group's new proposal. At the other, there was already a couple of tourists. As the hours passed, the terrace was filling up, with the necessary distances and seeing how Paseo de Gràcia is slowly recovering its activity.
The opening hours are from 12 pm to 9:30 pm from Tuesday to Thursday and until 11:00 pm on Fridays and Saturdays. In September, the atmosphere is expected to liven up at The Wine House Pop-up Store, when Barcelonians return from vacation and the offices in the area have more activity.