Dan Murphy’s has unveiled a new premium wine cellar concept in Sydney’s Lane Cove today.
The cellar stocks some of the world’s rarest wines, such as a bottle of 1951 Penfolds Grange which retails for $160,000 and Burgundy’s Domaine de la Romanée-Conti at $20,000 per bottle.
The store stocks more than 2800 different products, 350 of them rare premium wines. The cellar is temperature-controlled at 17 degrees Celsius and features an enomatic machine for tastings and high-tech wine cabinets.
Dan Murphy’s MD Alex Freudmann said the business wanted to create a destination where wine lovers can discover some of the best wines from Australia.
Lane Cove Cellar store manager and sommelier Walter Henao expects that customers will travel interstate to visit the store.
“Customers will be able to live chat with the cellar’s experts directly from our store during opening hours, which will help us to offer a highly trusted and personalised service digitally,” he said.
On-demand tastings are available any day of the week and the store plans to host events such as wine masterclasses, vintage releases, and winemaker-hosted tastings.
The premium wines can be found in the cellar’s Icon Room which offers wines starting at $150.