By Deborah Jackson, editor National Liquor News
Dan Murphy's has opened a premium destination retail experience at the site of the original Dan Murphy's store founded in the 1950s.
The Dan Murphy's Cellar opened on 1 September and is located in the basement of the historic Prahan Arcade on Chapel St Melbourne, where Daniel Francis Murphy first realised his dream of running a liquor store.
The Cellar is designed as a destination experience to be like "walking through one of the world’s best wine and whisky libraries".
Campbell Stott, general manager of Dan Murphy's said there is something very special about taking the business back to its roots.
“Dan Murphy’s Cellar reflects the very essence of what Dan built this business on: Offering customers the very best in both knowledge and range of wines from Australia and around the world. We’re very excited to make the Cellar a showcase for wine and spirits producers – large and small – taking the industry and retail experience into the next era,” he said.
And this is reflected through the extensive range of rare vintages the Cellar is home to, including a rare 1959 Dom Perignon Oenothèque and Sullivans Cove Double Cask Whisky. Along with a collection of Para Liqueur Port dating back to 1885, and a Remy Martin Louis XIII Cognac. Down at basement level a full set of Penfolds Grange is there to discover, as well as rare vintages such as the 1971 Penfolds Bin 333 and a 1983 Cyril Henschke Cabernet Sauvignon.
The heritage listed building retains many of its original features including exposed brick walls, masonry piers, and some of the earliest surviving examples of prismatic pavement lights that give the basement level a touch of natural light.
In much the same way that Daniel Francis Murphy ran his own store, the Cellar will be a place of exploration and education with wines poured for tasting every day and several tasting events each month giving customers the opportunity to meet with winemakers and distillers from around the world.
The Cellar’s highly personalised services include rare product sourcing, cellar management advice, Langton’s auction services and private consultations suitable for wine novices through to connoisseurs.
Dan Murphy’s Cellar will also host a range of tastings and events at its 14-seat private tasting table year-round for My Dan Murphy’s members.