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Guess the code to a safe and you could win the keys to the London wine shop Shop Cuvee

Win a STORE! Wine Store puts its 2021 Beaujolais Nouveau in a safe, and if customers guess the number, they get the samples AND the business keys.

  • The trick was devised by Brodie Meah, co-founder of Shop Cuvee in London.
  • Samples of Beaujolais Nouveau can be found in the safes at the two brand outlets.
  • Publicity stunt advertised as ‘modern sword in stone’


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The co-founders of a London wine shop have put an extraordinary prize at stake: their business.

Brodie Meah and Max Venning are co-founders of the renowned Shop Cuvee and are willing to hand over the keys to the customer who correctly guesses the code of any of the safes they have placed in each of the two stores of the brand.

The stunt, advertised as a ‘modern sword in the stone’, was devised by Brodie in an attempt to generate publicity around this year’s Beaujolais Nouveau wine stocks. This year’s Shop Cuvee samples, which arrived four days ago, are inside the safes and are part of the prize.

Brodie Meah and Max Venning are co-founders of Shop Cuvee and are willing to hand over the keys to the customer who correctly guesses the code of any of the safes they have placed in each of the brand's two stores (the safe in the La Bethnal Green exit is upstairs)

Brodie Meah and Max Venning are co-founders of Shop Cuvee and are willing to hand over the keys to the customer who correctly guesses the code of any of the safes they have placed in each of the brand’s two stores (the safe in the La Bethnal Green exit is upstairs)

The Beaujolais Nouveau samples from Shop Cuvee are in the safes.  Retailers are prohibited from selling each year's lot before the third Thursday in November.

The Beaujolais Nouveau samples from Shop Cuvee are in the safes.  Retailers are prohibited from selling each year's lot before the third Thursday in November.

The Beaujolais Nouveau samples from Shop Cuvee are in the safes. Retailers are prohibited from selling each year’s lot before the third Thursday in November.

There is a very strict embargo on the sale of Beaujolais Nouveau, and retailers are prohibited from selling each year’s batch to customers before the third Thursday in November.

Brodie, 33, said the logic behind the stunt was that letting a customer get their hands on Beaujolais Nouveau early would mean they are no longer in a position to run their business.

So it would be right to drop everything.

But is the couple being serious? Would they really hand over the keys?

Brodie told MailOnline Travel: ‘We have done the math. There’s a one in ten million chance that someone will guess. I’m a gamer … We’d quit the business. I am a man of my word. We hope we don’t have to. We are nervous. But we will.

Brodie, 33, said the logic behind the stunt was that letting a customer get their hands on Beaujolais Nouveau early would mean they are no longer in a position to run their business.  And then it would only be right to give up everything

Brodie, 33, said the logic behind the stunt was that letting a customer get their hands on Beaujolais Nouveau early would mean they are no longer in a position to run their business.  And then it would only be right to give up everything

Brodie, 33, said the logic behind the stunt was that letting a customer get their hands on Beaujolais Nouveau early would mean they are no longer in a position to run their business. And then it would only be right to give up everything

And how have customers reacted?

Brodie said: ‘For such a stupid idea, it has been quite well received. But some think we’re crazy. ‘

Beaujolais red wine comes from the Beaujolais region in France and is made from the Gamay grape.

“The Beaujolais Nouveau wines that we are serving are delicious.  So it's worth the wait, '' Brodie said.

“The Beaujolais Nouveau wines that we are serving are delicious.  So it's worth the wait, '' Brodie said.

“The Beaujolais Nouveau wines that we are serving are delicious. So it’s worth the wait, ” Brodie said.

Beaujolais Nouveau is the first wine of the last vintage and is usually full of fruit.

The publicity surrounding its launch was first generated in the 1950s when producers “ran” to bring it to stores in Paris. The fervor and anticipation have increased over the decades and the arrival of Beaujolais Nouveau is now a major event on the calendar for wine lovers.

However, its reputation for taste in recent decades was not very good. Brodie said it was seen as a cheap product in the 1980s, for example, “but there has been a revival.”

“The Beaujolais Nouveau wines that we are serving are delicious. So it’s worth the wait, ” he said.

Max is also a co-founder of the legendary London bar Three Sheets, currently ranked 34th best bar in the world.

Buy Beaujolais Nouveau de Cuvee this year it costs £ 19 a bottle. Its two stores, which also sell cocktails and craft beer, are in 177B Blackstock Road, N5 and 250A Bethnal Green Rd, E2.

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