Step into the world of fine wine with us as we sit down with Linden Wilkie, co-founder of the Fine Wine Experience and Club Bâtard in Hong Kong.
In this episode, we explore his journey from curious student to leading figure in the global wine scene. Together, we uncover how he built a wine business from the ground up, navigated competitive markets, and reimagined the way people buy, taste, and enjoy wine.
We also dive into the unique concept behind Club Bâtard, the evolution of Hong Kong’s wine culture, and the importance of curiosity, mentorship, and experience in shaping a true wine lover.
If you’re passionate about wine, entrepreneurship, or simply love great stories, this is an episode you won’t want to miss.
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A summary of the interview with Linden Wilkie
A passion sparked at University
Linden’s journey into wine began not with expertise, but curiosity. As a student at the University of Canterbury in New Zealand, he joined a wine club with little prior knowledge. A simple introductory tasting, featuring different grape varieties, opened his eyes to the “language in the glass.” From that moment, wine became more than a drink; it was a lifelong pursuit of learning and discovery.
What stood out early was his appreciation for comparison. Tasting wines side by side helped him understand nuances, vintages, and styles. An approach that continues to shape his philosophy today. He emphasizes that wine is deeply personal, and enjoyment should always outweigh intimidation.
Learning through experience and mentorship
After university, Linden Wilkie initially followed a corporate path but stayed closely connected to wine through tastings. By age 30, he decided to fully commit to the industry. Moving to London, he pursued an MBA and launched the first version of The Fine Wine Experience.
This early venture was as much about education as business. By organizing tastings, especially rare and vertical ones, Linden created opportunities to taste exceptional wines he otherwise couldn’t afford. Mentorship played a crucial role during this time, with respected figures in the wine world helping guide his development.
Building the Fine Wine Experience
The London chapter of The Fine Wine Experience was a lean but formative period. Linden invested significant time sourcing wines and curating events, often planning them more than a year in advance. His dedication paid off as word spread and a loyal audience grew.
In 2010, he moved to Hong Kong, attracted by the city’s booming wine scene following the removal of wine taxes in 2008. However, replicating his London model proved difficult due to intense competition and widespread free or discounted tastings.
The turning point came when he partnered with Mike Wu in 2013. Together, they transformed The Fine Wine Experience into a wine import and distribution business. They focused on building strong relationships with producers, particularly in Burgundy, and offering a carefully curated portfolio.
From merchant to destination: the birth of Bâtard
As the business grew, Linden and his partners realized the importance of creating a physical space for clients. Their first shop was small but centered around a tasting table, reinforcing their commitment to experience over retail.
The real breakthrough came with the idea to integrate a restaurant into the wine shop. This led to the creation of Bâtard, where wines were offered at retail prices rather than typical restaurant markups. The concept was a success, with strong demand from the start.
Club Bâtard: redefining wine culture
Building on Bâtard’s success, Linden Wilkie and his partners launched Club Bâtard in Hong Kong’s Central district. Spanning 18,000 square feet, the club combines multiple dining concepts, a vast wine cellar, and a membership model.
The key innovation remains the pricing: members can enjoy wines at retail prices, encouraging them to open and share bottles rather than treat them as collectibles. For Linden, this is essential: wine is meant to be enjoyed, not just displayed.
The club also fosters a deeper connection between producers and consumers. Through initiatives like direct sourcing from wineries, members gain access to rare vintages while ensuring the wines are actually consumed.
A changing wine landscape in Hong Kong
Reflecting on the market, Linden notes that Hong Kong’s wine culture has matured significantly. While the pre-pandemic years were marked by rapid growth and exuberance, recent changes have led to a more sophisticated and educated consumer base.
There is growing interest in diversity, both in regions and styles. While Burgundy remains dominant, emerging areas and lesser-known villages are gaining attention, offering quality and value. Linden sees this evolution as positive, driven by curiosity and a willingness to explore.
Living between France and Asia
Now based between Paris, Burgundy, and Hong Kong, Linden Wilkie maintains close ties to both the production and consumption sides of the wine world. Living in France allows him to stay connected with winemakers and discover new opportunities, while Hong Kong remains a dynamic hub for global wine culture.
He highlights a key difference: while France often focuses on its own regions, Hong Kong offers a broader, more international perspective. This diversity is something he particularly values.
Advice for wine lovers
For those exploring wine, Linden encourages curiosity above all. He recommends setting aside preconceptions and engaging with sommeliers to discover new styles and regions. Even moments of uncertainty, when nothing on a wine list is familiar, can become the most rewarding experiences.
Looking ahead
With Club Bâtard fully established, Linden and his team are already working on future projects. While details remain under wraps, the ambition is clear: to expand the concept while maintaining the quality and innovation that define their success.
At its core, Linden’s journey reflects a simple idea: wine is about discovery, sharing, and enjoyment. From a university tasting room to one of Hong Kong’s most ambitious wine spaces, that philosophy has remained unchanged.
Linden’s recommendations
- A book: The Wines of Beaujolais, by Natasha Hughes MW
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