Retail unfiltered dives behind the counter to uncover the real people of Australia’s liquor retail industry. This week we get to know Salvatore ‘Tore’ Margiotta, owner of Sydney’s Carlingford Cellar Door. Margiotta is also a finalist for Best Liquor Retail Manager at the 2025 Australian Liquor Industry Awards (ALIA).
A wine lover and a champion of small business, he believes in creating a retail space that celebrates value, quality and community above all.
Margiotta first entered the liquor industry in 2006 after moving to London for what he thought would be a brief overseas stay.
“I took a three-month contract role with what was then Fosters Wine Estates, and somehow managed to drag that out for three years. I quickly fell in love with the industry and started working my way through the WSET program, completing the diploma in 2012.”
Returning to Sydney in 2009 and gaining valuable experience at Delegat and Pure Wine Co, Margiotta eventually decided to move into retail, opening what he fondly described as “Sydney’s best little bottle shop” with his wife Fiona two years ago.
Curated for connection
There are many things that make Margiotta’s store unique, one of which is how he extends the in-store experience by connecting with customers online.
“Social media is our primary means of connecting with our customers digitally. We post regular updates about exciting new wines and weekend tastings on Instagram, TikTok and Facebook. We keep things pretty informal to try and make our content as accessible as possible to a broad range of customers,” he told National Liquor News.
For a small store, tens of thousands of views and close to 3.5 thousand followers across all major platforms is no easy feat but Margiotta said being able to share what he loves with customers online – and most importantly in-store – is the best part of the job.
“It’s getting to chat with people about wine all day. We have a fantastic local community here in Carlingford and have managed to draw in customers seeking out hard to find vinous gems from across Sydney too.”
Showcasing an impressive range of producers big and small, local and international Margiotta said his goal is to inspire customers with value and the ability to explore different styles and products.
“We offer a small but serious range of wines from small family producers, highly sought-after cult wines from Australia and beyond, along with a hand selected range of spirits and craft beers.
“Making customers feel welcome is at the heart of our approach – friendly service, offering information and help where necessary and listening to what our customers want. We go out of our way to make all customers feel welcome, whether they are hardcore wine geeks, newbies wanting to learn more or locals just looking for something delicious to enjoy over the weekend,” he said.
Creating space for small business
Beyond helping customers find their perfect drink, at the heart of Carlingford Cellar Door is Margiotta’s commitment to championing smaller producers who are creating great products that deserve to be enjoyed.
In terms of what his customers are reaching for at the moment, Margiotta said Italian varietals are standing out.
“We’re seeing lots of interest in both Italian wines and locally grown Italian varieties – Nebbiolo, Fiano, Primitivo etc. There are so many exciting local expressions that offer amazing quality and value.”
Looking ahead, he hopes that other stores will be inspired to support small and that consumers will come along for the journey too.
“I’m really hoping to see renewed interest in small wine producers that put quality above all else. There are so many amazing winemakers across Australia really pushing the boundaries, working with new techniques and unusual grape varieties to craft delicious wines that are reflective of their place of origin.
“I would also love to see a resurgence in small, independent local bottle shops. The dominance of the chains has really narrowed consumers’ range of choice and made it hard for smaller local, quality focused producers to cut through,” he added.