Drinks retailer Dan Murphy’s has opened a premium concept store in Sydney’s Martin Place for the precinct’s corporate clientele.
The new Cellar concept boasts a “reduced floor format” compared to a typical Dan Murphy’s offering and is stocked with a range of high-quality wines, bespoke spirits, and curated beers. The store also features a temperature-controlled setting showcasing rare, back-vintage, and hard-to-source Australian and international wines.
Dan Murphy’s MD, Agi Pfeiffer-Smith, said the Cellar would become a “destination store” for wine lovers and spirit aficionados.
“The Cellar will meet the needs of those who appreciate the art of winemaking and the craftsmanship behind exceptional spirits. It will speak to our vision of providing carefully chosen products that are exceptional in quality and in some instances, extremely rare and hard to find.”
On-demand tastings and events will be facilitated by wine-serving machines from Enomatic which will help in the preservation of premium wines.
