Wine merchant Jeroboams is sponsoring the Financial Times’ Weekend Live Festival and it will pour wines for thousands of guests from a pop-up shop and bar.

The festival takes place on September 8 at Kenwood House, just a short walk from Jeroboams’ Hampstead shop on Heath Street.

Visitors to the Jeroboams pop-up in the festival grounds can purchase wines by the bottle or glass from a range chosen by wine director Peter Mitchell MW.

It has also secured Jancis Robinson MW to hosts a masterclass for more than 200 attendees, featuring wines chosen from Jeroboams’ range.

Jeroboams sponsored the event last year, when 2,750 guests attended, and this year the organisers expect an even greater turnout.

Hugh Sturges, Managing Director of the Jeroboams Group, said: “The FT is a highly respected newspaper and, like Jeroboams, is part of the fabric that makes up London.

“We know that their reader demographic is similar to that of our customers and their interests are well represented by the FT pop-ups on the day such as wine tastings, art, travel and home.

“As London’s local wine merchant and being hosted so close to our Heath Street shop, this festival is a natural fit for us.”

The group embarked on a significant rebranding exercise a year ago and scooped a Drinks Retailing Award for its excellence in the retail field. Earlier this year it opened its eighth store, on Kensington High Street, and Sturges hopes to grow the estate to  10 to 12 stores eventually.

“I don’t want it to become a big chain and we need to find the stores that are right for the local community they are in,” he said. “It is a fairly specific community we are looking for – mostly residential, probably with an international mix of people and ideally a village-feel, although that is not essential, it would just be nice to have.

“If an area has a good independent wine merchant already then I am not confident or arrogant enough to go head to head. But if there is a supermarket or chain such as Majestic then we think we can offer something that is different and complementary, so we could go up against them. There are enough spaces around, but we are taking our time to get it right.”