February 6, 2023
A wine lovers’ playground, the 67 Pall Mall Group is a global members’ club dedicated to the world of fine wine. Having debuted its first outpost in London in 2015, other clubs have since followed in Singapore, Verbier, and next year will see the opening of Beaune, the first club in France.
Combining stylish and cozy alpine-inspired interiors, an extensive wine list and fine European fare, Founder, CEO, and wine aficionado Grant Ashton shares his intel about 67 Pall Mall Verbier right in time for the ski season.
I had been visiting Verbier long before the club was opened, so I have always been familiar with the town. One of the main appeals is that Verbier is an international resort, unlike other ski resorts – it’s not dominated by one nationality; it’s a truly international community.
Another pull to Verbier is, of course, the Swiss wine. Verbier sits above the Valais regions, where 80% of Swiss wine grows. It’s true wine country, making it the perfect location for a wine-focused members club.
The various 67 Pall Mall clubs adapt our primary model to fit each location. Verbier enjoys a busy but relatively short season, with many tourists visiting the town yearly. Unlike the other clubs, 67 Pall Mall Verbier has a bar available to non-members, open to the public all year round. The space provides a charming location for visitors to enjoy the fantastic range of wines and helps support the town’s tourist trade. The bar also allows those of the local community who aren’t members to enjoy the club.
The club is decorated in an alpine theme but avoids the pastiche ski lodge feel. The architecture of the building was designed specifically to make the most of the stunning view of the mountains. We are, however, carrying out a refit next May. The alpine element will remain core to the interior, but we’ve got some old photos of Verbier that we want to use as decoration to give the space a classic, familiar feel.
The members’ space is home to a restaurant where our recently appointed Head Chef, Dario Avenca, serves up a variety of absolutely delicious dishes, from delicate gourmet plates to Swiss classics – there’s something for everyone! There is also a terrace outside; when the sun is shining, it’s truly the best place to bask in the sun and enjoy a large glass of wine. As a club, we feel this exclusive element is integral; it allows members to enjoy delicious food and wine in familiar locations, which members will often look for.
Membership of 67 Pall Mall Verbier also provides access to London, Singapore, Beaune and all future club openings. Our model is based on having multiple clubs that all have their unique feel and are tailored to the particular location, meaning each club offers something different. A considerable benefit of being a member is the expansive, geographically diverse wine list and reduced wine fees. This allows our guests to enjoy fine wine from the list, which is more affordable than wines found in restaurants.
The club houses the most diverse wine list in the Alps, boasting a unique library of over 3,000 wines, including at least 500 wines available by the glass, many of which are mature vintages.
Our list features over 30 countries while celebrating Switzerland’s finest producers, boasting the country’s most extensive Swiss wine list. Most of the listed Swiss producers are club members; they regularly visit to stop in and enjoy a glass.
67 Pall Mall Verbier produces six beers made with fresh Swiss mountain water in the artisanal in-house brewery. While wine is still very much core to the club, a key factor to the group is that each location is adapted to best fit the local area and members’ desires – the reality is that once you’re off the slopes and take off your skis, sometimes you want a beer.
The club offers access to one of the best-equipped gyms in the Alps, a huge perk for members. The gym also allows local professionals to host various classes, from yoga to PT sessions, supporting the Verbier community, which is very important to us.
With over 3,500 permanent residents living in Verbier year-round, we feel it’s important to host events and keep the community engaged during the quieter months.
Although the resort is best known for skiing, Verbier also has many activities to enjoy in the summer. The 67 Pall Mall summer party is a highlight in the town, alongside masterclasses expertly led by our Head Sommelier, Lucy Meza Ortega and producer-led wine tastings. However, not all events are wine focused – we want to ensure something for everyone.
The Verbier wine festival takes place every year from the 1st – 8th July. The week-long wine fuelled event offers tastings, masterclasses and pop-ups, presenting the best wines from the alpine arc. There are also endless picturesque hikes and mountain biking routes across Verbier that aren’t accessible in the winter.
Alongside the physical ski concierge, where members and non-members can store ski equipment, we are launching an online 67 Pall Mall concierge, which allows guests to have better access to all the hidden elements of Verbier that would otherwise be missed. It also provides benefits such as discounts and restaurant guides which help the community generate the level of business exposure they require.
Address: 67 Pall Mall Verbier, Rue de Médran 15, 1936 Verbier, Switzerland.
Discover more on 67pallmall.com.
Forbes article: Take A Look Inside The Exclusive 67 Pall Mall Members’ Club In Verbier
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