Leading drinks retailer Dan Murphy’s has opened the doors to Martin Place Cellar, a new premium concept store in the centre of Sydney.

Complementing the aesthetic of the heritage listed building and meeting the needs of the precinct’s corporate clientele, Martin Place Cellar features an extensive range of premium wines, bespoke spirits and curated beers. Dan Murphy’s, owned by Endeavour Group, unveiled the luxury liquor store on Thursday 27 July.

Located at 53 Martin Place, the new Dan Murphy’s Cellar boasts a range of features, such as a temperature-controlled environment, that allows for an elevated selection of products. Establishing a point of difference from the usual Dan Murphy’s store layout, the Cellar has a unique and reduced floor format where it will showcase rare, back-vintage and hard to source Australian and international wines.

“The Cellar will meet the needs of those who appreciate the art of winemaking and the craftmanship behind exceptional spirits,” commented Agi Pfeiffer-Smith, Dan Murphy’s Managing Director.

“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.”

As a destination store for spirit and wine lovers, customers can expect on-demand tastings and events. Enomatic machines will allow for the preservation of premium wines, such as the 15L Chateau d’Yquem Sauternes 2019, with a retail value of $29,999, and the Maison Leroy Vosne-Romanee 1967 valued at $21,499.

The new store will proudly present a selection of high-end spirits, featuring rare Scotch whisky, North American whiskey and tequilas worth up to $50,000.

“We have maintained the legacy of the building through our internal design, fixtures and lighting. The ornate marble columns have been preserved and our internal layout and colour scheme will lean into the pre-existing features,” added Pfeiffer-Smith.

The store, which formerly housed the Lindt café, will maintain the original plaques and a permanent floral tribute to Katrina Dawson and Tori Johnson, who tragically died in the 2014 seige on the site.

“We began talks with both victims’ families long before making a final decision to proceed with the development of this store,” said Pfeiffer-Smith. “We would have not proceeded without the approval of the victims’ families and have taken every step to respect those directly impacted.”

“Over the past few years, Endeavour Group and Dan Murphy’s have consulted with our family on the plans for 53 Martin Place, and we wish them the best for the new store,” added Angus Dawson, brother of Katrina Dawson.

“We have also worked with Endeavour on the development of a memorial in store, and we are comfortable with the final designs.”

The store will open Monday and Tuesday from 10am until 7pm, Wednesday to Saturday from 10am until 8pm, and Sunday from 11am until 7pm.

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