Saturday 14 November 2026
Naturally alcohol-free sparkling brand Wild Idol has partnered with Harrods on a festive programme bringing The Art of Togetherness to Knightsbridge into January 2027. The partnership includes a takeover of three Hans Road windows, complimentary walk-in tastings, personalised gifting and Wild Idol by the glass in selected Harrods restaurants. Shoppers can try the brand’s Sparkling White and Sparkling Rosé, and even have a bottle hand-personalised by a calligrapher. Here are five things to know before you head to Knightsbridge.
1. A festive window takeover on Hans Road
Until 2 January 2027, Wild Idol has taken over three of Harrods’ Hans Road windows, combining full-window creative with gift-led product imagery. The installation positions Wild Idol as a thoughtful festive gift to share and brings The Art of Togetherness to life on the street outside the store. The theme celebrates the rituals that connect us, from an impromptu evening with friends to Christmas lunch and the anticipation of a New Year’s toast. It is worth a detour on any Knightsbridge Christmas shopping trip or an evening stroll to see the festive windows.
2. Free walk-in tastings in Fine Wines & Spirits
Shoppers can discover Wild Idol through complimentary sampling in the Fine Wines & Spirits department on the lower ground floor. Sessions run on 27 and 28 November from 3pm to 7pm and on 29 November from 12pm to 4pm, with further sessions on 12 December from 3pm to 7pm and 13 December from 12pm to 4pm. All sampling and tasting sessions are complimentary and available on a walk-in basis, with no advance booking required. More tastings follow in the Food Halls on 9 January 2027, from 1pm to 7pm, and 10 January, from 11.30am to 5.30pm.
3. Personalised bottles by a calligrapher
For a Christmas present with a personal touch, head to the tasting sessions on 12 and 13 December. On those two days, shoppers will be able to have Wild Idol bottles hand-personalised by an expert calligrapher, creating a unique festive gift. Wild Idol is available in the Harrods Food Halls from 1 November 2026 to 31 January 2027 and in Fine Wines & Spirits, and it is also sold at wildidol.com, priced at £29.99 per 750ml bottle, with free UK delivery on two bottles or more. The partnership also extends to The Penthouse at Harrods, with exclusive festive activations and bespoke gifting moments for its members.
4. Never fermented, so nothing to remove
Wild Idol is handcrafted using winemaking techniques and carefully selected grapes, but it is naturally alcohol-free from the start. Unlike dealcoholised wines, its grapes are never fermented, so there is no alcohol to remove. Both Sparkling White and Sparkling Rosé are vegan, gluten-free and Halal-certified, with no added sugar, and are crafted for aromatic complexity and delicate, lasting effervescence. They can be enjoyed by the glass, paired with food or mixed into festive cocktails. Paul Beavis, CEO of Wild Idol, said: “We believe choosing alcohol-free should come with all the flavour, craftsmanship and sense of occasion you expect from a special glass.”
5. A glass in Harrods’ restaurants
Wild Idol is also served across selected Harrods restaurants, including The Grill, The Georgian and The Grill on Fifth, so you can enjoy a glass over afternoon tea at The Georgian or during a break from shopping. The partnership continues into the New Year with digital screens at Door 5 on Hans Crescent, Lower Ground Floor, from 1 to 28 January, plus a special mirrored table display in Fine Wines & Spirits throughout January. Alice Archer MW, Harrods Wine Buyer, said: “Wild Idol’s naturally alcohol-free sparkling is an exceptional way to celebrate whether you drink alcohol or not.” She added: “There will always be a bottle in the fridge!”
Visit
Harrods, Knightsbridge, London
Hans Road window takeover: until 2 January 2027
Free walk-in tastings, Fine Wines & Spirits (lower ground floor): 27 and 28 November, 3–7pm; 29 November, 12–4pm; 12 December, 3–7pm; 13 December, 12–4pm
Calligraphy bottle personalisation: 12 and 13 December
Food Hall tastings: 9 January 2027, 1–7pm; 10 January 2027, 11.30am–5.30pm
Wild Idol Sparkling White and Sparkling Rosé: £29.99 per 750ml bottle at wildidol.com, free UK delivery on two bottles or more