Retail Unfiltered dives behind the counter to uncover the real people of Australia’s liquor retail industry. This week, we meet Garth Oldfield, owner of Oldfield Cellars on the NSW Central Coast, whose passion for fine wine, craft beer, and customer connection has shaped one of the region’s most distinctive independent stores.
Oldfield’s journey into liquor retail began behind the bar, shaking and stirring cocktails as a mixologist in five-star hotels. But it wasn’t long before he moved into hotel management, immersing himself in the pub scene with Tooth’s Hotels and learning the ropes of hospitality the old-school way.
His path then led him into the world of bottle shops with Theo’s Liquor, where his love for top-shelf wines and specialty spirits really took off. Rising through the ranks to become Fine Wine Manager, he faced a turning point when Coles acquired Theo’s.
“Coles bought Theo’s, and I decided it was time to do things for myself,” Oldfield recalls.
That decision saw him open Wine Culture in Roseville Chase, Sydney, in 2005 alongside a business partner. Then, after nearly a decade of success, he opted for a lifestyle change, moving to the Central Coast to avoid Sydney’s grind. In 2015, he opened Oldfield Cellars, bringing his vision of a curated, discovery-driven liquor store to life.
“From day one, I wanted Oldfield Cellars to be something different, more than just another bottle shop full of the same old mainstream stuff,” he says. “I pictured a space where people could explore, discover new favourites, and leave genuinely excited about what they’d found.”
Finding his niche in craft beer and beyond
Early on, Oldfield noticed a gap in the local market for craft beer and decided to fill it with intention and enthusiasm.
“We doubled down and built a range of craft beers to match our collection of fine wines and spirits,” he says. “These days, Oldfield Cellars is one of the top spots for craft beer on the Coast, and we’re proud to say we’ve poured a whole lot of passion into it.”
Building that reputation took dedication, and Oldfield says word of mouth was everything in that first year.
“We jumped on Instagram and Facebook early, ran loads of in-store tastings, and focused on creating a community around craft beer. I made sure we had a team who genuinely knew what they were on about, and we kept things exciting by bringing in fresh releases every week. Bit by bit, the locals caught on,” he says.
Coming from a wine background, Oldfield was struck by the sheer volume of new beers entering the market.
“We get between 10 and 20+ new releases every week, which is wild for a small independent store. It’s a constant rotation of styles, labels, and flavours… and that pace never slows.”
His instinct to try new things extended beyond beer. When a local oyster farmer approached him, he jumped at the chance to offer something different.
“Right from the start, I thought, what’s my angle? What can I do that’s different for a new bottle shop on the Coast? Then it all clicked. Oysters and booze? Perfect match. I’ve always believed it’s better to try something and have it flop than to never know if it could’ve been a winner. Luckily, it worked, our customers love them.”
Today, Oldfield Cellars’ shelves reflect Oldfield’s commitment to curation and quality. This winter, Stouts are proving particularly popular.
“We’ve got over 40 on the shelves right now,” he says. “That number drops when the weather warms up, but West Coast IPAs hold strong all year round. NEIPAs and Hazies still rule the roost, and our Belgian beers stroll out the door too, mostly because no one else really stocks them.”
Looking ahead, Oldfield believes consumers will continue to prioritise experience, authenticity, and quality.
“They’re becoming more educated and adventurous, not just chasing the big brands but looking for stories, small producers, and quality over quantity,” he says.
In beer, he predicts growth in niche styles like farmhouse ales and barrel-aged releases, while alternative varietals, smaller producers, and sustainably produced wines will keep gaining traction on the wine side. He also sees opportunity in hybrid retail models that combine personalised in-store service with seamless online experiences.
“The retailers who nail both community connection and digital convenience should be the ones who thrive.”
At the core of Oldfield Cellars’ success is its team’s expertise and genuine passion.
“Customers can spot genuine passion and product knowledge in a flash, and if you try to bluff your way through it, they’ll pick up. Maybe not the first time, but they will at some stage,” Oldfield says.
To ensure staff remain confident and informed, he’s implemented a smart system where team members can instantly print tasting notes through the POS to hand to customers, creating a consistently helpful experience.
Social media has also been crucial for the store, which is active on Instagram, Facebook, and email, and always keeping its community in the loop with what’s new and exciting.
“Every time a fresh beer hits the shelves, we flash it up on socials so our regulars know it’s time to swing by. It’s not just about selling, it’s about sharing the journey, building trust, and keeping that conversation going beyond the store.”
Ultimately, it’s the people – both customers and staff – who keep Oldfield inspired, as well as the never-ending variety of products he gets to work with.
“Every week something new lands that makes us go, ‘Wow!’ Whether it’s a cracking wine, a beer, or a spirit, there’s always something to get excited about,” he says.
And his drink of choice after a long day? “It really depends on the mood. Could be whatever wowed me that day, or honestly, anything on our shelves. The team’s got the beers well and truly covered, so I tend to lean towards wine… something new into the shop.”