Dan Murphy’s Cellar has opened in Lane Cove, the first of the drink retailer’s new premium concept stores, complete with a curated range of hard-to-find bottles.
“We know that customers are drinking better, which is why we wanted to create destinations where wine lovers can discover and access some of the best wines from Australia and the world,” said Dan Murphy’s Managing Director Alex Freudmann.
The cellar in Lane Cove ranges some of the world’s rarest wines, including a bottle of 1951 Penfolds Grange – the first Penfolds Grange made, retailing for $160,000. There are estimated to be just 35 bottles in existence worldwide.
Burgundy’s Domaine de la Romanée-Conti, widely considered to produce the world’s best Pinot Noir, is also in-store with some bottles retailing at $20,000 each.
There are more than 2,800 products stocked at the Dan Murphy’s Cellar with the most premium wines housed in its Icon Room stocking fine wines starting from $150.
“We’re expecting some wine loving customers to travel interstate to visit us to discover the range and access the wines we have in this store. We can, of course, arrange for safe and convenient home delivery of these highly coveted drops as well,” said Dan Murphy’s Cellar Lane Cove store manager Walter Henao, WSET diploma qualified sommelier. (Pictured above in the Icon Room.)
Technology has been used to enhance the customer experience and to preserve the wines; the entire Cellar is fully temperature controlled at 17C degrees which is considered the ideal temperature for storing red wine, it also features state-of-the-art wine cabinets for storing other varieties at their ideal temperatures and enomatic machines to enable tastings of premium wines.
All team members of Dan Murphy’s Cellar are educated or experienced in wine, with some having been sommeliers at some of the best restaurants in Sydney or having worked in wineries. Customers will also be able to connect with them directly when not in store thanks to the new Merchant’s Signature Service, a personalised virtual client service.
“Customers will be able to live-chat with the Cellar’s experts directly from our cellar during opening hours, which will help us to offer a highly trusted and personalised service digitally,” Mr Henao said.
Discovery is at the heart of the Cellar, with on-demand tastings available any day of the week. The Cellar will also be hosting a range of events, including wine masterclasses, winemaker hosted tastings, new vintage releases and food and wine pairing tastings.
“As a wine professional, I’m excited to be part of this new amazing concept! My team and I look forward to helping customers find the perfect wine at all price points, whether that’s $20 or $200,” he said.
Dan Murphy’s Cellar is located on 231 Burns Bay Rd, Lane Cove.
Opening hours are:
- Sunday to Wednesday from 10.00am to 8.00pm
- Thursday to Saturday 10.00am to 9.00pm.
