Dan Murphy’s Re-Opens Its Original Cellar in Prahran and Offers Better Scope for Suppliers

Dan Murphy’s is set to re-open the doors to the original site of the Dan Murphy’s Cellar in Prahran Arcade on Chapel St, Melbourne this week. The refurbished store will bring the original Dan Murphy’s Cellar, opened by Daniel Francis Murphy in the 1950s, back to one of Melbourne’s busiest high streets once again.

“There is a little bit of romance attached to this one,” Martin Smith, Managing Director of Endeavour Drinks Group, told trade earlier this month. “This is the original Dan Murphy’s store located opposite our existing Dan Murphy’s store on Chapel St.”

The Dan Murphy’s Cellar will provide a retail experience unique to any other offered by a Dan Murphy’s store currently.

The Cellar will act as a destination retail store for consumers, housing only fine wines and spirits from across the global, such as a rare 1959 Dom Perignon Oenothèque and 1971 Penfolds Bin 333. Supplier relationships will also be managed directly by the store, with the aim to improve the prospect for suppliers wanting to range their products in Dan Murphy’s, as well as increase the lead time from the supplier agreement to getting the product into the store.

“Suppliers will be able to get their range into the store quickly. Our range will focus solely on wine and premium spirits, we won’t have beer,” Smith said.

The refurbished cellar retains a number of the heritage listed building’s 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.

Campbell Stott, General Manager of Dan Murphy’s said, “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.”

Wines will be poured in-store for tasting every day, while several tasting events with winemakers and distillers from around the world will be held each month.

Opening hours:

Monday-Wednesday 10am-8pm

Thursday-Friday 10am-9pm

Saturday 10am-8pm

Sunday 10am-6pm

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