A Fine Relationship: How Bibendum Works with Beast

Goodman Restaurants, the company behind the eponymous steakhouses and Burger & Lobster, likes to lead from the front.  Their latest venture, Beast, does just that.  The set menu comes into its own in this Mayfair restaurant.  Norwegian King Crab and prime cut steaks from Nebraska are served on sharing platters and guests sit cosily on communal tables. While simple in design, the food menu is impressive and high quality.


Bibendum was asked to curate a selection that would shine alongside Beast’s food and stylish surroundings.  Omar Raafat, Fine Wine Manager explains: “they wanted to put together an outstanding list... with at least half of the 200 bin list being fine wines.” Sourcing these kinds of rare wines can be challenging meaning that the Bibendum team had their work cut out.

Luxurious and accessible – the perfect combination

Beast may sound like the next exclusive celebrity haunt but Wine Manager, Mickael de Carvalho describes his customers as a “mix of regulars and normal restaurant-goers plus a few high spenders.” Therefore the list needed to be luxurious and accessible, as well as offer great matches for the food. Working with Cru World Wine, formerly Bibendum Fine Wine, Omar has access to an extraordinarily broad range of wine, more so than Bibendum has ever been able to offer before. Whether that’s rare American gems like Screaming Eagle and Sine Qua Non, or great back vintages from classic Old World producers such as Anne Gros and DRC in Burgundy, or double magnums of Lafite Rothschild from Bordeaux.  The diversity of producers and regions now available means Bibendum’s range is the most complete we’ve ever had. In the words of Omar, “it’s very exciting as we have an incredibly broad fine wine offer for the trade with truly competitive pricing.”

Quality and service

Crispin Sugden, Manager of Beast, said for the owners, “the quality of the product is everything.” However, it isn’t just the product that makes a wine list successful, it’s the service too. “Bibendum enables Beast to have a diverse, flexible and dynamic approach to the wine list. Using Bibendum helps us to be a much more organised operation. We've often been perceived as mavericks, dysfunctional, and a crazy organisation. So it's good to have a bit of organisation on board with a company that has individuals within its team who best represent ours,” he said.

Uncovering the best

The nature of the list means there are more supply challenges than most. Owing to the sometimes tricky supply of fine wines, Omar has taken an active role in finding the kinds of wine that will work best for Beast. “I’m heavily involved in finding the right wines, suggesting alternatives when a wine has sold through and working with the great team at Beast to keep their wine offer as exciting as their food” he said. In the six months that Bibendum has been working with Beast, each fine wine has changed twice on average. That’s over two hundred different fine wines sourced, and means that every time a customer returns there will be some new wines to see on the list. So far, it’s been really successful. As Crispin puts it: “the variety of palates and Bibendum’s solid list can only end with a positive result.”

You can find out more about our latest range of fine wines by speaking to Omar Raafat, Fine Wine Manager on 020 7449 4016 or emailing him on oraafat@bibendum-wine.co.uk




5th November 2014

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