Brands including Heineken, Sipsmith and Meantime have already signed up to take part in the event from 16-17 September, which will give guests the chance to sample the best food and drink available to buy at Waitrose.
The festival will include masterclasses, workshops, themed rooms and a rooftop area with bars hosted by Goose Island Vodka, Codorniu Cavas and Mirabeau.
An Audemus Pink Peppercorn Gin masterclass will see guest's creations judged by an expert panel, with the winning gin being made available on Waitrosecellar.com later in the year.
The Waitrose Cookery School will demonstrate dishes, with drink matches provided by ‘There’s a Beer for That’ and Spanish producers Gonzales Byass. Murray Barlow, winemaker at Rustenberg, Green and Black’s and the Wine & Spirit Education Trust will also be at the festival, sharing their expertise during various showcases.
Anne Jones, category manager, wines, beers and spirits, said: "We’ve been wanting to do a customer event, with our favourite food and drink suppliers, for such a long time. It’s incredibly exciting that it’s finally happening. Our close relationship with suppliers means that we are able to open a fantastic range of tasting rooms, to provide Waitrose fans with the opportunity to try highlights from all of our ranges under one roof."
Rival Tesco is currently running a pop-up wine bar on Wardour Street in London's Soho to showcase its Finest range of wines.
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