Negozio Classica Primrose Hill – A Lovely Wine Bar and Shop

Primrose Hill is one of London’s prettiest neighbourhoods with gorgeous townhouses, quaint streets and ample green space. Its main shopping street is lined with cute cafes and boutiques and Negozio Classica fits in perfectly.

Negozio Classica is all about wine – it’s a wine bar and shop that serves food to enhance the enjoyment of the wines. The premise is simple but ever so effective – enjoy a glass of wine or sample a range of wines and if you like what you have tried, you can buy the bottle to take home with you.

Negozio Classica is part owned by the Italian vineyard, Avignonesi, who supplies all its wine, which means you can sample wines that you might not be able to find anywhere else in London.

The space is cute, homely and welcoming, designed by designLSM to evoke memories of Tuscany with warm, natural materials and reclaimed timbers.

On our visit, I enjoyed an oaky Chardonnay that had a wonderfully smoky taste, which went beautifully with a plate of smoked sword fish carpaccio, although owner Mike told us that this is one of those ‘love it or hate it’ wines.

Being a fan of heavy, full-bodied reds, I was delighted with Mike’s selection that accompanied a plate of seared beef fillet with rocket and parmesan. The food is designed to be shared and you can easily graze for hours – the courgette carpaccio dish is also a delight.

Negozio Classica is one of those places that you wished you had just around the corner from your own home, both to pop in for a quick glass of wine and to make your way through the list to find the right wines to stock your own cupboards.

Throughout June, Negozio Classica Primrose Hill will be running a series of wine masterclasses on Monday evenings with a different theme each week, priced at £45 per person or £80 per couple.

If you liked this review, I think you would also like Champagne and Fromage in Covent Garden.

Read our guide to the best wine bars in London.

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