Vagabond Wines has redefined how people experience wine. Known for its pioneering self-pour technology and urban winery in Battersea, Vagabond offers a seamless blend of education, exploration, and enjoyment. At the helm of its drinks program is Freddie Cobb, whose eclectic background—rooted in the vineyards of Porto and shaped by years in the global wine trade—has made him an advocate for diversity and quality in wine. From championing lesser-known wine regions to embracing sustainability and emerging trends like no- and low-alcohol beverages, while keeping his feet firmly rooted in wine, Freddie ensures that Vagabond remains a vibrant and forward-thinking hub for modern wine enthusiasts. In this exclusive interview, he shares insights into his buying philosophy, the importance of innovation, and what’s next for Vagabond.

Vagabond Wines is celebrated for its innovative self-pour wine bars and commitment to connecting customers directly to the wine experience. How does this concept influence your buying strategy and product selection?

It is true that when people think of Vagabond, they think of the self-pour machines we have across all sites. We often hear guests refer to the self-pour machines as vending machines for adults, therefore providing an interactive way for them to try new wines. These play an integral part in our ethos is providing a unique, and ultimately fun way, to learn about the ever-evolving wine industry. As a result, they provide the perfect platform for people to try (and hopefully enjoy) wines from new varieties, regions, or even winemaking techniques with many sites having 100 or so wines by the glass to choose from. So guests can try without having to purchase a whole bottle. Additionally, having such an extensive range by the glass also means that we can cater to anyone, meaning for that large birthday group, we have wines for those who are starting out on their wine journey, as well as wines for Bordeaux Barry giving it the big one about his extensive wine cellar.

Image: Vagabond’s BricksOfWine wall at King's Cross Station with self-pour wine taps.

Vagabond also champions urban winemaking with its Battersea winery. How did this come about and how does it fit into Vagabond’s business model?

Stephen Finch, our founder, was (and still is) a pioneer and true entrepreneur. He saw the boom of the craft beer scene at first hand along with an increase in quality and demand for English wine. Therefore he saw an opportunity to build a hybrid model of ontrade and a wine tap room. As a result, the Vagabond bars are the perfect way to communicate to our guests that English wine is not just a flash in the pan, but the hype is real and English wine is here to stay. Additionally, it is a great way to educate our guests as well as the team about wine production, from the vineyard practices to decisions made in the winery and how that can impact aromas, flavours, and textures. Through hard work from our winemaker, Jose Quintana, and the teams across the stores we have seen attitudes change from Vagabond being a series of wine bars that produce some English wines, to now an English winery with a series of wine bars. So much so, Vagabond Urban winery picked up three awards at this year’s WineGB awards including Best Boutique Producer, as well as Solena Batch 002 (a solera aged skin contact wine made from Ortega) winning Best English Innovative Still Wine and shared Best English Still Wine with Chapel Down Kit’s Coty – not bad for a winery that only produces 20,000 bottles every year.

Image: Freddie Cobb with winemaker Jose Quintana at the WineGB Awards.

When considering a new producer, what key elements do you prioritize? Is it the story, the terroir, sustainability practices, or purely the quality and style of the wines?

First and foremost, we are always looking to provide the guests with a choice of what we deem to be high-quality wines for them to explore. This means we can open up the discussion with “what makes a wine a terroir-driven wine”, or the meaning of organic or regenerative viticulture. Sustainability is very much the buzzword at the minute and rightly so. At Vagabond, we are proud members of the Sustainable Wines of Great Britain. However, in my opinion, all winemakers and viticulturists support sustainable practices to varying degrees as the longevity of the industry depends on it when passing it on to future generations. 

What regions or wine styles are you currently looking to introduce to Vagabond’s portfolio, and why? 

We are always on the lookout for interesting regions and countries, for example, in the past 12 months, we have had wines from Belgium, Ukraine, and Armenia available by the glass. Not only is it fun for us buyers to explore outside the realms of WSET of these lesser-known wine regions, but also for the guests too. But in terms of styles, we have to be one step ahead of fashion. Demand for skin contact wine has been growing year on year. So when guests see “Orange” wine on a drinks menu, they can educate others by saying “I know what orange wine is from that time we went to Vagabond – it's fricking delicious.” We are also seeing a 360 moment in demand in some styles of wine, including oaky, buttery whites as well as off-dry rosés. We even put Mateus rosé on by the glass, a bit tongue in cheek, and it flew out. But one thing is for certain, with the modern-day wine consumer, there is no one style or region that is fashionable, there are hundreds.

Image: Vagabond offers 100+ wines by the glass.

How do you balance championing well-known wine regions with the need to showcase emerging producers and underrepresented areas?

It is always a balancing act. Whilst showcasing emerging regions and producers, we do sprinkle the more well-known regions within the range. But consumers these days have a more open mind, and gone are the days where people will say “I only drink Bordeaux and/or Chablis” so we don’t always need to list them (and often don’t). In addition, these well-known regions also have emerging winemakers driving new styles and who could have predicted that Bordeaux would become a modern-day playground? 

How do you introduce new wines or drinks to your customers? Do you see a shift in how customers are discovering and engaging with wine at Vagabond?

At Vagabond, we are not the ones to tell consumers what they should be drinking. But we provide information on the wines, through relaxed tasting notes amongst other nuggets of information for them to make their own informed decision. However, we are reintroducing the Vagabond app from which the guests can pour their wines from the machines, as well as providing feedback so we can suggest other wines available in the stores based on their preferences, as well as providing invaluable feedback to us buyers, and producers.

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No- and low-alcohol options are gaining momentum in the UK market. How do you approach curating this segment for Vagabond, and how have your customers responded?

We are huge advocates for the No & Low sector, whether it be beer, spirits, sparkling tea, etc, and follow closely what the consumers are looking for. The area is, without doubt, maturing and becoming the most exciting category within the drinks industry. And everyone involved must take credit for it. We know our consumers are younger than many other wine-focused establishments, so we have to engage with their drinking habits. These consumers still want a premium hospitality experience, just without the hangover in the morning. There is so much innovation within the category, that it is hard to know where to start. But that is the fun of it. So we are always looking for the emerging product coming out of the category, especially with wine. I will always taste a non-alcoholic wine at a tasting to see how they are progressing. And with the impending duty hikes, there will be a higher demand for lower-alcohol wines – rightly or wrongly. But at Vagabond, we only buy based on quality, so we will not buy wines just because they carry a lower duty rate. But ultimately, we do embrace the “Keep Calm, Save Water & Drink No & Low” as this adds to the experience.

Image: Freddie Cobb offering his insights as part of the  panel discussing how to grow with no and low at the Low+No: Drinking Differently event hosted by KAM Insight

With a portfolio spanning wine, beer, spirits, and soft drinks, how do you ensure each category complements the others without cannibalizing sales or overwhelming customers?

Whether you are a wannabe wine enthusiast or just want a nonpretentious glass of something fresh; or a craft beer drinker or a sober drinker, we pride ourselves that we can offer something for everyone. We ensure that these categories complement one another rather than cannibalise each other. However, wine will always be the focus at Vagabond, as that is what we have built the company around over the last 14 years and what keeps our amazingly loyal guests coming back.

Vagabond has always been original, from urban winemaking to self-pour bars. What’s next on the horizon for Vagabond in terms of innovation within your drinks program?

It is an exciting time for Vagabond. We have new owners who are incredibly supportive of what Vagabond does on a day-to-day basis despite the challenging environment hospitality is facing at the minute. A few things are certain in life, death, (rising) taxes, and the ability for Brits to enjoy a drink and a good time. So we always want to be ahead of curves and trends, rather than chasing them. You just have to look at the wine styles coming out of our Urban Winery. Who could have predicted when we first installed the winery, that people would go crazy for skin contact Bacchus (Vagabond Díos Mio), or even a solera skin contact Ortega aged under flor (Vagabond Solena) amongst others. Our challenge in the upcoming years will be to grow and bring Vagabond to other corners of the UK and maybe further afield. 

Image: Vagabond Díos Mio

Conclusion:

As Vagabond Wines continues to break boundaries, Freddie Cobb’s leadership carries forth the brand’s ethos of innovation and inclusivity. From pushing the boundaries of English wine production to curating a drinks menu that caters to all palates, Vagabond has established itself as more than just a wine bar—it’s a destination for discovery. With an eye on expanding its reach and staying ahead of trends, Vagabond is poised to continue delighting guests with unforgettable wine experiences. Whether you’re exploring an orange wine from the self-pour machines or sipping a skin-contact Ortega at their urban winery, Vagabond ensures every sip tells a story worth remembering.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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