London Cru Urban Winery: English Wines Crafted in the Heart of Fulham
Introduction: London's First Urban Winery
Tucked away down a quiet alleyway in Fulham, SW6, sits one of the most unusual wineries in the world. London Cru opened in 2013 as the United Kingdom's first urban winery, transforming a former Victorian gin distillery into a state-of-the-art winemaking facility that produces wines exclusively from English-grown grapes. The winery is the brainchild of Cliff Roberson, a wine industry veteran with nearly 60 years of experience, who also owns the long-established Roberson Wine merchant.
What makes London Cru remarkable is the contrast at its heart: a centuries-old industrial building housing precision temperature-controlled tanks, French oak barrels, concrete eggs and modern stainless-steel vessels, all dedicated to crafting small-batch, terroir-driven English wines. The team prides itself on being local, low-mileage and innovative, and since 2017 every London Cru wine has been made exclusively from English grapes.
Where to Find London Cru
The winery sits at 21-27 Seagrave Road, London SW6 1RP, just two minutes' walk from West Brompton station and around fifteen minutes from Earl's Court. It is opposite The Atlas pub on Seagrave Road. The winery itself is not open for walk-in tours or tastings, but visitors can book experiences in advance and collect wine orders from the cellar door. Customer service and online order enquiries are handled Monday to Friday, 09:30am to 4:30pm (excluding bank holidays), by email at hello@londoncru.co.uk or by phone on +44 (0)20 7381 7885.
For those interested in private hire, weddings, corporate events or private dining, the dedicated events team can be reached at events@londoncru.co.uk. Wine lovers who want to get hands-on with a vintage can write to winemaker@londoncru.co.uk to enquire about volunteering opportunities.
The London Cru Story
The London Cru story is one of restless reinvention. Founder Cliff Roberson started Buckingham Vintners in 1972, importing bulk wine into the UK, before spending decades at the helm of Roberson Wine. In 2012 he conceived the idea of an urban winery: a place where winemakers could work in the heart of London while the grapes themselves came from carefully chosen vineyards in the south of England. London Cru launched in 2013 and has been quietly redefining what English wine can be ever since.
From the start, the wines won prestigious accolades, including WineGB and IWC awards, and they are now listed in numerous Michelin-starred restaurants across London and beyond. The winery has also hosted some of London's most memorable private events, from product launches to off-site board meetings.
The Team Behind the Cellar Door
Cliff, the Boss
Cliff Roberson is the founder of London Cru and has worked in the wine trade for almost sixty years. He started Buckingham Vintners in 1972, developed London Cru in 2012, bought 40 acres of the Kentish Weald in memory of his son Luke in 2017 (planting more than 4,000 trees there) and acquired Foxhole Vineyard in West Sussex in 2023 to lock in the winery's grape supply.
Alex, the Winemaker
Originally from Australia, Alex started his career as an Exploration Geologist before taking the plunge into wine. He studied a Masters of Enology and Viticulture at the universities of Montpellier (France) and Turin (Italy), developed his love for English wine at Gusbourne in Kent, and now drives daily operations at the Fulham winery. Alex works closely with growers, leads the Crush Club harvest members, and is the personality behind most of the winemaking decisions.
Sarah, the Assistant Winemaker
Sarah began helping out at London Cru during the 2020 harvest and started producing her own wines under Alex's tutelage in 2023. She previously worked as a sommelier and wine director in her native USA and now calls the UK home.
Ned, the Mascot
Ned is Alex's beloved four-legged companion and a constant presence at both the winery and the vineyard. He is described as "always eager to greet visitors and join Alex in the vineyards," and is the unofficial ambassador for the joy and passion that goes into every bottle.
Foxhole Vineyard: A New Chapter in West Sussex
In 2023, London Cru took its biggest leap yet with the purchase of Foxhole Vineyard, a 7.5-hectare site near Bolney in West Sussex. Just a 45-minute drive from the Fulham winery, the vineyard gives London Cru complete control over fruit quality, from pruning to pressing.
Foxhole was planted in 2008 and 2009 and is home to more than 24,000 vines. The established varieties are Pinot Noir, Pinot Gris and Bacchus, with a young block of Burgundian Chardonnay clones planted in 2023 and expected to come on stream by 2027. Depending on the season and yield management, the vineyard produces between 20 and 40 tonnes of fruit per year.
The soils and aspect of West Sussex were chosen because they match the winery's focus on cool-climate still and sparkling wines. Throughout the growing season, winemaker Alex Hurley shares detailed updates on flowering, fruit set, veraison and harvest.
Beyond the vineyard itself, Cliff has also led a Woodland Trust conservation project, transforming a field into a peaceful native woodland in memory of his son, Luke. The woodland is open to the public for walks and reflection.
The Wines
London Cru's range is small but tightly focused, built around classic cool-climate varieties. Every wine in the current collection is made exclusively from English grapes.
Sparkling Wines
The sparkling range is made in the Traditional Method (the same method used for Champagne, German Sekt and Spanish Cava) and aged on lees for depth and complexity.
- Blanc de Blancs 2022, £35: 100% Chardonnay grown near Stonehenge in Wiltshire, whole-bunch pressed at the Fulham winery and aged on lees for 32 months. Expect nashi pear, yellow peach and apple on the nose with citrus, lemon curd and gentle brioche on the palate. Dosage 8.6g/L, 12% ABV. View the Blanc de Blancs 2022.
- Blanc de Noirs 2022, £35: 100% Pinot Noir from Wiltshire, with bright strawberry, peach and red-apple aromas, fine bubbles and a smooth, delicate texture. Aged on lees for 10 months. Dosage 8.4g/L, 12% ABV. View the Blanc de Noirs 2022.
- PétNat 2021, £23: A blend of 75% Reichensteiner, 15% Bacchus and 10% Pinot Gris from Mersea Island, West Marden and a Sussex SE vineyard. Fermented in the winery's concrete egg and bottled under crown cap to trap the natural fizz. Jancis Robinson awarded it 17 points, calling it "gleefully offbeat" with notes of salted lemons, sea shells, samphire and oysters. View the PétNat 2021.
White Wines
- Bacchus 2024, £22: A signature wine for London Cru. Hand-harvested in West Sussex, whole-bunch pressed in Fulham and fermented cool, with six months on lees. Aromas of elderflower, grapefruit, candied lemon peel, gooseberry and a hint of lime. Pairs with oysters, scallops and Vietnamese salads. View Bacchus 2024.
- Chardonnay 2023, £23: From grapes grown in loamy, flint-rich soil in West Marden, West Sussex. Fermented in 50% neutral French oak and 50% stainless steel, with full malolactic fermentation and seven months of lees ageing. Citrus and stone fruits on the nose, mouth-watering green apple, peach and apricot on the palate. 11.5% ABV. View Chardonnay 2023.
- Pinot Gris 2023, £22: London Cru's first still Pinot Gris, made from fruit mostly (84%) from their own Foxhole Vineyard, with 16% from Locksash Vineyard in West Sussex. 12 hours of skin contact gives a delicate blush and creamy texture. Matthew Jukes describes it as "ginger lily, white pepper, and jasmine floating above green apple and crisp pear tones." 2,500 bottles produced. View Pinot Gris 2023.
Rosé
- Cool Hand Pinot Noir Rosé 2025, £22: The inaugural release in the Cool Hand Estate Range, made exclusively from the oldest Pinot Noir vines at Foxhole Vineyard (planted 2008). Naturally low-yielding at three tonnes per hectare, the fruit is macerated for three hours before whole-bunch pressing. Expect rhubarb compote, fresh raspberry, rose petals and strawberry lemonade on the nose, with a clean, elegant, saline finish. 12% ABV. View Cool Hand Pinot Noir Rosé.
Red Wines
- Pinot Noir Précoce 2024, £25: An early-ripening mutation of Pinot Noir suited to the UK climate. 100% destemmed with semi-carbonic maceration in concrete tanks and aged in 40% neutral oak and 60% concrete. Fresh cranberry, red berries, soft tannins and a subtle smoky note. Best served slightly chilled (around 14°C). 11.5% ABV. View Pinot Noir Précoce 2024.
- LDN CALI CRU Pinot Noir, £46: A cross-Atlantic collaboration with Californian winemaker Sashi Moorman of PiedraSassi, Sandhi and Domaine de la Cote. The fruit comes from vines next door to Moorman's Domaine de la Cote in the Santa Rita Hills. Largely destemmed, fermented in concrete and aged in neutral French oak. Red cherry, fresh bramble, savoury herbal layers and floral dried rose petal. Only 500 bottles remain. View LDN CALI CRU Pinot Noir.
Fearless Pink: The Financial Times Partnership
Fearless Pink is a Traditional Method English Brut Rosé made exclusively for the Financial Times, celebrating the iconic salmon hue that has defined the pink-paper since 1893. The 2022 vintage, made from hand-harvested Pinot Noir grown near Stonehenge in Wiltshire, was gently pressed after three hours of skin contact, fermented with full malolactic fermentation and underwent secondary fermentation in bottle with Champagne yeast. It was aged on lees for ten months and disgorged in April 2024 with a careful 8g/L dosage. Only 1,000 750ml bottles and 200 magnums were made.
- Fearless Pink 2022, £40: Aromas of peach and wild strawberries; refreshing delicate bubbles; vibrant citrus and crispy red apple on the palate. View Fearless Pink 2022.
- FT Fearless Pink Sparkling & Winery Experience, £40: An exclusive bundle for FT readers. The first 50 qualifying purchasers (between 20 June and 20 August 2026) are invited to an exclusive 90-minute winery experience at the Fulham winery, with three possible dates: 18 July, 25 July and 25 August 2026. The experience includes a guided tour with the winemaking team, an introduction to Traditional Method English sparkling wine, behind-the-scenes insights into the vineyards and Fearless Pink, and a tasting of premium English wines from the wider portfolio. View the FT Fearless Pink experience.
Winery Tours and Winemaker Experiences
London Cru runs a regular programme of tastings, tours and experiences at the Fulham winery, all led by the winemaking team.
The Classic Winery Tour
Just a 3-minute walk from West Brompton station, the classic tour is a relaxed, entertaining look at how the team makes English wines in the heart of London. The 60-minute tour includes the story and tasting of four release wines such as a sparkling release, a current Bacchus, a Chardonnay and a Pinot Noir Précoce. Typical tasting notes include:
- Sparkling vintage: crisp red apple and freshly picked orchard fruits.
- Bacchus: gooseberry, lime and a gentle touch of oak on the finish.
- Chardonnay: extraordinary balance, concentration and lifted freshness from the 2023 vintage.
- Pinot Gris: 12 hours of skin contact, delicate blush, long creamy texture.
- Pinot Noir Précoce: carbonic and fresh, with ripe cranberry aromas.
Three ticket options are available:
- Tour Ticket, from £28: the standard tour and tasting.
- Tour Ticket and 3 wines: the tour plus a 3-bottle take-home pack (typically Bacchus 2022, Pinot Noir 2023 and Pinot Gris).
- Tour Ticket and 6 wines: the tour plus a 6-bottle take-home pack (typically Vintage 2021, Bacchus 2022, Cabernet Noir 2019, Pinot Noir 2023 and Pinot Gris 2023).
Gift vouchers are available for individuals or pairs:
Winemaker For A Day
A 5-hour immersive winemaking experience running from 11am to 4pm, the Winemaker For A Day pulls back the curtain on how wines are really made. The morning focuses on sensory experimentation, tasting and benchmarking acids, alcohol, sugars and tannins. After a two-course lunch at The Atlas gastropub (included), the afternoon moves into building tasting skills, benchmarking key wine attributes and blending. Guests create their own Bordeaux-inspired signature cuvée to take home.
Upcoming Tour Dates (August to December 2026)
The current programme of confirmed tour and Winemaker For A Day dates includes:
- Winery Tour 2:30pm - Saturday 15 August 2026, from £28.
- Winery Tour 5:30pm - Saturday 15 August 2026, from £28.
- Winery Tour 6:30pm - Tuesday 8 September 2026, from £28.
- Winemaker For A Day 11am - 4pm - Saturday 7 November 2026, £170.
- Winery Tour 2:30pm - Saturday 21 November 2026, from £28.
- Winery Tour 5:30pm - Saturday 21 November 2026, from £28.
- Winemaker For A Day 11am - 4pm - Saturday 5 December 2026, £170.
- Winery Tour 2:30pm - Saturday 12 December 2026, from £28.
- Winery Tour 5:30pm - Saturday 12 December 2026, from £28.
All tickets and vouchers are sent out digitally. To redeem a voucher, email hello@londoncru.co.uk with your reference number and preferred date.
Venue Hire and Private Events
Beyond the ticketed tours and tastings, the London Cru winery is one of London's most distinctive event spaces. The venue, set in a Grade II-listed former Victorian gin distillery and warehouse, can host private events for 10 to 100 guests with exclusive use of the space. There are two main spaces available for hire, individually or together.
The Tank Room
A striking industrial space set among stainless-steel tanks and oak barrels, the Tank Room showcases the original Victorian features of the building. It is ideal for product launches, private dinners, conferences and receptions.
- Capacity: 100 standing, 50 seated, 70 theatre-style.
- Size: 100 sq m.
- Facilities: Wi-Fi, AV equipment and projector/screen, Spotify and Alexa.
The Barrel Room
An intimate private setting built around a bespoke boardroom table crafted from reclaimed wine barrels and surrounded by antiques, artwork and Persian rugs. Ideal for off-site meetings and refined private dining.
- Capacity: 30 standing, 12 seated (boardroom).
- Size: 40 sq m.
- Facilities: Wi-Fi, portable flat-screen TV, piano.
Whole-Venue Hire
For larger events the entire winery can be taken on a dry-hire basis, or with a bespoke food and drink package.
- Capacity: 100 standing.
- Size: 140 sq m.
Venue Pricing
- Monday - Wednesday: From £1,500 private hire, including dedicated event staff, a sparkling wine reception and a guided tasting of at least two additional wines, with £500 to spend on drinks.
- Thursday - Saturday: From £2,500 private hire, with the same curated experience and £1,000 to spend on beverages.
- Food and catering: From £20 per person for cheese and charcuterie grazing boards; bespoke menus through trusted private chefs available.
- Dry hire: Available for events where you bring your own food, drink and entertainment. Pricing varies by date and time.
Where to Drink London Cru: Stockists and Restaurants
London Cru wines are poured across some of the most respected restaurants, bars and hotels in the UK, including:
- Selfridges & Co
- Bayley and Sage
- The Financial Times
- The Mandarin Oriental
- The Beaumont Hotel, 8 Balderton Street, London W1K 6TF
- Langan's Brasserie, Stratton Street, London W1J 8LB
- The Kensington Hotel, 109-113 Queen's Gate, London SW7 5LP
- The Corinthia Hotel, Whitehall Place, London SW1A 2BD
- The Raffles Hotel at the Old War Office, 57 Whitehall, London SW1A 2BX
- 1 Hotel Mayfair, 3 Berkeley Street, London W1J 8DL
- Source Kitchen, 6 The Digey, Saint Ives TR26 1HR
- Golborne Fine Wine Deli, 100-102 Golborne Road, London W10 5PS
- 20 Berkeley, 20 Berkeley Street, London W1J 8EE
- The Silver Birch, 142 Chiswick High Road, London W4 1PU
- Restaurant Sat Bains, Lenton Lane, Nottingham NG7 2SA
- Murano by Angela Hartnett, 20 Queen Street, Mayfair, London W1J 5PP
- Frog by Adam Handling, 34-35 Southampton Street, London WC2E 7HG
- The Vintners' Company, Vintners' Hall, 68 Upper Thames Street, London EC4V 3BG
- Page 8 Hotel, 8 St Martin's Place, London WC2N 4JH
- Opera Holland Park Theatre, Ilchester Place, London W8 6LU
- Tenaya Wines, 239-241 Crookes, Sheffield S10 1TF
- Burnt Faith, 57 Sutherland Road, London E17 6BH
- Malt Bermondsey, Arch 46, Ropewalk, Maltby Street, London SE1 3PA
- Worshipful Company of Founders, 1 Cloth Fair, Barbican, London EC1A 7JQ
- The Grape Escape, 15 Regent Street, Cheltenham GL50 1HE
- Alain Ducasse at The Dorchester
- Virgin Wines and Virgin Atlantic
Ordering, Delivery and Gift Options
Wines can be ordered directly from the London Cru online shop, with free click-and-collect from the Fulham winery and free standard UK mainland delivery on orders over £150 (£10 under £150). Next-day delivery is offered as far as possible for orders placed before midday, Monday to Friday. International shipping is available on request via hello@londoncru.co.uk.
Payment is by credit card or PayPal. Unopened bottles can be returned within 35 days of delivery for exchange, credit or refund. Gift messages can be added at checkout, and gift vouchers are available for both winery tours and the Winemaker For A Day experience.
The Crush Club and Winemaking Volunteers
London Cru's Crush Club gives Londoners the chance to become intimately involved with the winemaking process. Members join three exclusive events across the year to get hands-on with harvest decisions, fermentation choices and tastings, then return to the cellar to taste the fruits of their labour. Past vintages have featured the playful Pinot Gris PétNat with its luminescent peachy robe and the acclaimed Pinot Noir Précoce with its naturally high ABV and vibrant red fruits.
Anyone interested in volunteering or simply spending a day in the vineyard or the cellar can email winemaker@londoncru.co.uk.
Serving Suggestions from the Winemaker
Winemaker Alex Hurley recommends the following serving temperatures for the London Cru range:
- Sparkling: around 7°C - take it out of the fridge briefly so it is not too cold.
- White wines: around 10°C.
- Red wines: 15 - 18°C for fuller reds; light reds like the Pinot Noir Précoce can be enjoyed slightly chilled (around 10 - 14°C) on a warm day.
Following London Cru Online
The London Cru team is active on social media, sharing harvest updates, behind-the-scenes winemaking notes and tasting inspiration:
London Cru regularly publishes deep dives into vintages, the vineyard cycle, winemaking technique and collaborations such as the D&D Cru Bacchus and the LDNSPRITZ canned wine spritz.
Final Thoughts
London Cru is proof that great English wine does not have to come from a country vineyard. By combining a Victorian industrial space with modern winemaking, English fruit with global expertise, and a working cellar door with one of London's most exciting event venues, the team has created something genuinely different. Whether you are looking to order a bottle of Fearless Pink for a special occasion, book a Winemaker For A Day experience, hire the Tank Room for a launch party, or simply walk down Seagrave Road and peer through the windows to see the tanks at work, London Cru offers a uniquely urban take on English wine.