Wine, Cognac and Wonder: Behind the Scenes at The Location Arusha

The Location Arusha… I was immediately intrigued when I stumbled upon this newly opened lounge, bar and cafe on my Instagram feed. What hooked me wasn’t just the aesthetic shots of their cosy interior, it was their unique selection of beverages… Wine and cognac! Now, I’m not usually a cognac drinker (except when fighting off a nasty flu, trust me, it works wonders), but I do have a deep love for wine.

I recently had the pleasure of sitting down with the co-founder, Viraj, to dig deeper into the story of this hidden gem and hear more about their passion for introducing Arusha to the world of fine wine and cognac.

But before I take you on a tour of The Location, here’s a fun fact: did you know that Tanzania is the second-largest producer of wine in Sub-Saharan Africa, right behind South Africa? We are also the 91st largest wine exporter in the world! (Pretty wild, considering we rarely boast about it!). As for cognac, well, it’s a fancy brandy made from grapes in the Cognac region of France.

Now, let’s get into the fun stuff!

From the moment you step inside The Location, you’re met with an inviting, rustic vibe. The dimmed lights bounce softly off rows of carefully stacked bottles, while rich wooden accents and lavish seating make the space feel cosy yet sophisticated. “We wanted to open a lounge, bar and cafe that dives deep into wine and cognac,” Viraj shares.

“The idea is to offer a new experience to our clients. It’s not just about reds, whites, sweets, and dryness. We want to educate people about different grape varieties, where they’re grown, and what makes each bottle unique, ” he adds.

Their selection of wines and cognacs speaks to that vision. The shelves are stocked with selections from around the globe, each bottle telling its own story. “We carefully curate our selection to include both classics and hidden gems,” Viraj explains. “We also guide people on pairing wine with food, enhancing the experience even further.”

For cognac connoisseurs, this bar is nothing short of a dream. You’ll find everything from VS to XXO, and even some rare bottles that will make your inner collector swoon. “We visited the Cognac region in France to learn about the process, from vineyards to ageing, to understand how each range is made,” Viraj says proudly.

But what truly sets The Location apart is their dedication to educating their guests. “We want to show people, especially Tanzanians, the right way to enjoy cognac,” Viraj notes.“It’s about appreciating the process, not just consuming it,” he adds.

Their team is passionate and always ready to guide customers through tastings, casual chats, or food pairings. “We are planning on providing in-depth training to our staff so they can provide an enriching experience for everyone who walks in,” Viraj explains.

It’s not just the drinks that make this lounge, bar and cafe stand out. As Viraj sums it up: “Whether you’re a wine lover or a curious beginner to cognac, The Location Arusha promises a unique experience. We believe that wine and cognac should be accessible and enjoyable, even if you’re not an expert.”

With a meticulously curated menu and a relaxed, welcoming vibe, The Location is more than just a lounge, bar and cafe… it’s a place to appreciate life’s finer pleasures, one glass at a time!

And after that? Well, let’s just say the rest of the evening was a bit of a blur!