Wild Idol has taken over three of Harrods’ Hans Road windows in Knightsbridge as part of a festive partnership with the department store, running from October 2026 into January 2027 under the theme The Art of Togetherness.
The programme combines the window takeover with in-store experiences, personalised gifting and complimentary tastings, introducing shoppers to Wild Idol’s naturally alcohol-free Sparkling White and Sparkling Rosé. Both are vegan, gluten-free and Halal-certified, with no added sugar.
Wild Idol is made using winemaking techniques and carefully selected grapes, but the grapes are never fermented, so there is no alcohol to remove. Sparkling White and Sparkling Rosé are designed to be enjoyed by the glass, paired with food or mixed into cocktails.
Until 2 January 2027, the Hans Road windows combine full-window creative with gift-led product imagery, presenting Wild Idol as a festive gift to share. A window poster directs shoppers to the Food Halls on the ground floor and Fine Wines & Spirits on the lower ground floor.
Inside the store, Wild Idol is available in the Food Halls from 1 November 2026 to 31 January 2027, as well as in Fine Wines & Spirits. In the New Year the partnership continues with digital screens at Door 5 on Hans Crescent, Lower Ground Floor, from 1 to 28 January, and a mirrored table display in the Fine Wines & Spirits department throughout January.
Wild Idol is also served in selected Harrods restaurants, including The Grill, The Georgian and The Grill on Fifth.
Complimentary walk-in sampling takes place in Fine Wines & Spirits on 27 and 28 November from 3pm to 7pm and on 29 November from 12pm to 4pm. Further sessions follow on 12 December from 3pm to 7pm and 13 December from 12pm to 4pm, when shoppers can also have bottles hand-personalised by a calligrapher as gifts. No advance booking is required.
“The Art of Togetherness is about the people we share a celebration with and the freedom to enjoy it on our own terms. We believe choosing alcohol-free should come with all the flavour, craftsmanship and sense of occasion you expect from a special glass. This festive season, through our partnership with Harrods, we’re inviting people to make time for one another and celebrate without compromise.”
Paul Beavis, CEO, Wild Idol
The partnership also extends to The Penthouse at Harrods, with a series of festive activations for its members, including bespoke gifting moments.
“Wild Idol’s naturally alcohol-free sparkling is an exceptional way to celebrate whether you drink alcohol or not. The flavour profile and finesse of both Sparkling White and Sparkling Rosé make for a special glass to be savoured and enjoyed. We’re delighted to be partnering with Wild Idol this festive season to celebrate the Art of Togetherness. There will always be a bottle in the fridge!”
Alice Archer MW, Wine Buyer, Harrods
Further complimentary tastings will be held in the Food Halls on 9 January 2027 from 1pm to 7pm and on 10 January from 11.30am to 5.30pm, as the brand positions its range as an option for a more mindful start to the year. Wild Idol Sparkling White and Sparkling Rosé are priced at £29.99 per 750ml bottle.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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