September 18, 2025

10 Cases - Inside London's Greatest Wine Bar - How Selling Wine CHEAPER Might Actually Make You Richer & Jay Rayners Brutal Review That Changed Everything!

47 minutes

Step inside Covent Garden’s beating heart with this week’s episode of The Go-To Food Podcast, where we sit down with Will Palmer and Ian Campbell – the masterminds behind London’s legendary wine bar 10 Cases, the seafood temple Parsons, and the ever-buzzy Baudry Greene These two friends-turned-restaurateurs didn’t just build businesses, they created a street corner empire that has shaped how London eats and drinks. And their story? It’s as intoxicating as the wines they pour.

From the genius simplicity behind the 10 Cases name – only ever buying 10 cases of a wine and moving on once it’s gone – to the unforgettable proposal that unfolded at the very table where we recorded, Palmer and Campbell reveal the mix of romance, chaos, and grit that comes with running some of the capital’s most beloved spots. Expect tales of burnt toast experiments, staff dramas, and the exact moment Jay Rayner’s stinging review became the tough love they needed.

But this isn’t just a nostalgia trip. The duo dive into the hard truths of hospitality: how to keep wine lists fresh, why chasing percentages is a trap, and why value – not markups – has been their secret weapon for 14 years. Along the way, you’ll hear about the scallop slider so good it nearly stops the interview, the cocktail that reinvents a Negroni, and the young drinkers still hungry to learn despite the headlines of wellness and sobriety. Whether you’re in hospitality, a wine obsessive, or just someone who loves a brilliant behind-the-scenes story, this is an episode not to miss. Pour yourself a glass, settle in, and discover how two mates with no master plan ended up creating a corner of Covent Garden that Londoners can’t stop talking about.

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