Winning over the crowds with a no-frills approach

Instead of the conventional platter of cold cuts, cheese and crackers, the patrons at Vinism, a cozy bar in a quiet residential neighborhood in Shanghai, passed around pickled ofals and Chinese dumplings while quaing their wines.

Established just two years ago, Vinism is among a new breed of wine bars in Shanghai that has moved away from the conventional approach of branding wine drinking as an activity reserved for the sophisticated. Rather, its focus is on affordability, experimentation and cultural relevance.

The bar's interior decor reflects as much. Here, the atmosphere is unmistakably casual. Customers are seated on rudimentary wooden chairs. The walls are decorated with colorful motifs, photo frames and chalk boards. There is no sommelier dressed in a suit waiting to give recommendations.