Wild Idol has partnered with Harrods on a festive programme in Knightsbridge running from October 2026 into January 2027. Under the title The Art of Togetherness, the partnership brings a window takeover, in-store experiences, personalised gifting and complimentary tastings built around the brand’s naturally alcohol-free Sparkling White and Sparkling Rosé.
Until 2 January 2027, Wild Idol will take over three Hans Road windows, combining full-window creative with gift-led product imagery. Inside the store, Wild Idol will be available in the Food Halls from 1 November 2026 to 31 January 2027, and it can also be found in the Fine Wines & Spirits department on the lower ground floor.
Tastings and personalised bottles
Complimentary sampling will take place in Fine Wines & Spirits on 27 November and 28 November from 3pm to 7pm, and on 29 November from 12pm to 4pm. Further sessions are planned for 12 December from 3pm to 7pm and 13 December from 12pm to 4pm, when shoppers will also be able to have Wild Idol bottles hand-personalised by an expert calligrapher as a festive gift. All sampling and tasting sessions are complimentary and walk-in, with no advance booking required.
The programme continues into the New Year, with further complimentary tastings in the Food Halls on 9 January 2027, from 1pm to 7pm, and 10 January, from 11.30am to 5.30pm. Digital screens will run at Door 5 on Hans Crescent, Lower Ground Floor, from 1 to 28 January, alongside a mirrored table display in Fine Wines & Spirits throughout January. The partnership also extends to The Penthouse at Harrods, with a series of festive activations for its members, including bespoke gifting moments.
Paul Beavis, CEO of Wild Idol, said: “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.”
On the menu in Harrods restaurants
Wild Idol is also served in selected Harrods restaurants, including The Grill, The Georgian and The Grill on Fifth, so it can accompany afternoon tea at The Georgian or be ordered by the glass. Elsewhere in the neighbourhood, the Jumeirah Carlton Tower has launched a new afternoon tea with Cadogan Gardens.
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. 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!”
How it is made
Wild Idol is handcrafted using winemaking techniques and carefully selected grapes. 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 can be enjoyed by the glass, paired with food or mixed into festive cocktails.
Outside Harrods, both wines are available from wildidol.com, priced at £29.99 per 750ml bottle, with free UK delivery on two bottles or more.
Details and image via Wild Idol.