Meet Phil Innes – Owner of Loki

With over a decade’s experience working with wine, Phil Innes opened wine shop & bar Loki at Great Western Arcade just one year ago.

He first encountered the wine industry at 18 years old whilst at university in Manchester before launching an online win company. Phil soon felt that he wanted to develop personal relationships with customers and so opened Loki in his home city of Birmingham.

“It’s exciting to be based in the city at the moment. It’s great to see optimism and enthusiasm in Birmingham.”

Loki is a boutique, innovative wine merchant and the first in the midlands to offer 24 wines for tasting at any given time. Phil has taken a different approach to his store with it being less about transactions and more about social experience. This concept is evident in the offer of small productions and the wine lounge upstairs where customers can enjoy drinking and tasting at their leisure.

“The Loki concept moves away from the traditional wine shop mentality.”

Loki was recently awarded a Harper’s wine and spirits magazine New/Emerging UK drinks business of the year 2013. It’s very rare for a business outside of London to be awarded this accolade and testament to Loki’s hard work and dedication.

Phil is excited be part of the up and coming independent scene in Birmingham and understands the importance of social media in promoting the indie offer effectively.

“As an independent it’s important to get yourself known and understand social media – Birmingham is really grabbing it and moving forward.”

Enjoy Loki at Great Western Arcade – B2 5HU


T: @Lokiwine


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