About Us


THE SAMPLER is a unique Independent Wine Merchant in London, with shops in Islington and South Kensington. Not only do we have over 1500 classic, unusual and interesting wines from all over the world, but 80 of these are available to sample in our shop at anytime.

Have you ever bought a bottle of wine based on its label or tasting note only to be disappointed? At The Sampler you’ll never be disappointed again as you can try before you buy. We have wines to suit all budgets and tastes, from everyday drinking wines to first growths and classic old vintages. Trust your taste buds.


The Sampler was started by Dawn and Jamie in December 2006 although the planning took almost two years of travelling and tasting across the wine world (harder than you think!). Sebastien has been with us from the beginning and other members of staff are Emma, Mandy, Ben, Julien and Edyta.

The aim of The Sampler is to make wine un-elitist and fun!

Being a local business we are keen to hear from our customers. If you have any suggestions for additions to our wine list or have wines that you would like to be put onto sampling or indeed, any other views, questions, suggestions – then please call or contact us.


If you can't make it down to visit our shop - why not buy online? All of our wines are now available to buy via our website, at a 10% discount to our shop prices. Minimum order is £75 and we charge £10 delivery per case.