Over a decade ago, Phil Innes saw an opportunity in Birmingham's city center. He believed there was a demand for unique, quality wines, chosen to suit each customer's taste rather than adhering to traditional wine conventions. Phil's vision led to Loki's creation, marked by cutting-edge tasting technology, guided experiences, and a commitment to demystifying wine.

Loki quickly became the go-to place for wine recommendations, enjoyable evenings, and a dedication to quality. Fast forward ten years, and Loki has expanded, hosting popular online tastings and winning numerous awards. Despite these changes, the essence of Loki remains the same: a love for wine, constant learning, and a focus on delivering exceptional quality in every bottle bearing the Loki name.