Urban Leisure Group is to open Central & Co, a brasserie and bar that aims to focus on sparkling wine.
The reason for the new concept is to explore the diversity of the category. The offer will include 10 sparkling wines by the glass and just one Champagne.
Wines range from UK and French sparkling through to a more unusual Japanese wine made from the Koshu grape.
The menu is based on flavour profiles such as "citrus and refreshing" to "bold and robust", rather than by brand name.
They will also be incorporated in a range of 10 cocktails that reflect the flavour profiles of the 10 wines by the glass.
Lee Linford, consultant responsible for organising the list, said: "We want to bring sparkling wines to people's attention, to show them there is more than just Champagne in the sparkling category."
Sparkling wines range from £7-£13 per glass, with bottle prices starting at £35 and climbing up to £595 for Bollinger Vieilles Vignes Francaises Blanc de Noirs 2000.
"There are a lot of people out there who don't realise what sparkling wine is about. We're not reinventing the wheel, but it's a simple idea to make the category more accessible," said Richard Weaver, general manager.
Owners Hezi Yechiel and Dan Kattan have been operating Café Libre, Graphic, the Alice House, the Gallery and the Adelaide, and an additional bar is planned for 2012.
Central & Co will also celebrate British-sourced seasonal produce and will officially open on May 23 at 22 Great Marlborough Street, London W1F 7HU. Visit centralandco.com for more information.