Dan Murphy’s has unveiled its premium concept store located in Martin Place, Sydney today.
The Dan Murphy’s Cellar will feature a full range of high-quality wines, bespoke spirits and curated beers to help meet the needs of the precinct’s corporate clientele and growing number of residential customers.
The Cellar has been reimagined as a point of difference from the well-known Dan Murphy’s store with a unique and reduced floor format, housing a range of features to elevate the choice of products on offer.
Dan Murphy’s Managing Director Agi Pfeiffer-Smith says the Cellar will become a destination store for wine lovers and spirit aficionados.
“The Cellar will meet the needs of those who appreciate the art of winemaking and the craftsmanship behind exceptional spirits,” she said.
“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.”
The Cellar will feature a temperature-controlled environment showcasing rare, back-vintage and hard-to-source Australian and international wines.
On-demand tastings and events will be facilitated by enomatic machines, allowing for the preservation of premium wines.
Among the selections featured, will be the 15L Chateau d’Yquem Sauternes 2019 with a retail value of $29,999, the Maison Leroy Vosne-Romanee 1967 with a value of $21,499 and Maison LeRoy Nuits-St-Georges 1972 with a value of $18,999.
Those looking to savour the perfect drop with a more moderate price tag will be able to purchase the Tony Bish Heartwood Chardonnay, barrel-aged for 11 months, with a value of $49.99; the multi-layered aromatic Munda Wines Ngadjuri and Peramangk Country Grenache with a value of $44.99 and the mostly-Sangiovese, Tuscan Tenuta Di Arceno Chianti Classico with a value of $39.99.
The range of high-end spirits will predominantly feature Scotch Whisky, North American Whisky and rare tequilas including the 700ml Platinum Jubilee with a value $50,000 and the 750ml Patron La Lique valued at $11,000.
The Cellar will complement the aesthetics of the site at 53 Martin Place, given its heritage listing.
“We have maintained the legacy of the building through our internal design, fixtures and lighting,” Ms Pfeiffer-Smith added.
“The ornate marble columns have been preserved and our internal layout and colour scheme will lean into the pre-existing features.”
The site formerly housed the Lindt cafe, the site of the 2014 siege that resulted in the tragic deaths of Katrina Dawson and Tori Johnson.
Ms Pfeiffer-Smith said the team had been in close contact with the families since Dan Murphy’s first started looking at the site in 2021.
Inside, the original plaques will be fixed to the internal wall of the entry to the store. There will also be a permanent floral tribute placed on the central tasting table with a subtle design that lends itself to reflection.
It consists of a mounted vase with metal crescents surrounding its circumference carrying the names of Tori Johnson and Katrina Dawson.
Angus Dawson, the brother of Katrina Dawson, said: “Over the past few years, Endeavour Group and Dan Murphy’s have consulted our family on the plans for 53 Martin Place, and we wish them the best for the new store.
“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.
