At the beginning of this month, drinks retail giant Dan Murphy’s pushed forward with something a bit different than their usual stores, taking it back to their roots with a dedicated cellar in the iconic Prahran Arcade at 282 Chapel Street. The original site was where Daniel Francis Murphy first birthed the idea for the nationally recognised retailer, all the way back in 1890, so the opening of Dan Murphy’s Cellar is historic for the brand, and they aren’t holding anything back for it.
In an effort to stick true to Dan’s vision, The Cellar has been operating very much like a destination retail experience, not just going though the motions but immersing guests into a world of fine wines and spirits sourced from across the globe. Having already been compared to “walking through one of the world’s best wine and whisky libraries”, the space represents a massive evolution for the brand, and whether offering customers 1959 Dom Perignon Oenothèque or Sullivans Cove Double Cask Whisky, The Cellar seeks to educate and inspire a close relationship with a more refined drinking culture.
Rare vintages like a 1971 Penfolds Bin 333 (!!!) and a 1983 Cyril Henschke Cabernet Sauvignon can be found down in the warmth of exposed brick walls, masonry piers, and some of the earliest surviving examples of prismatic pavement lights, a feature which provides a touch of natural light to illuminate the basement venue.
Retail and personalised services such as rare product sourcing and private consultations aren’t all that one would find here though. In much the same way of the original Dan Murphy store, The Cellar has been fashioned as a place of exploration, wines are poured for tastings every day and each month the venue will release a schedule of special events aimed at showcasing winemakes and distillers from across Australia and around the world. To facilitate this, a 14-seat private tasting table has been installed, which will be accessible for “My Dan Murphy’s” members, with bookings available.
Throughout this month the Cellar has already hosted the intimate looks at the likes of Dom Perignon, Krug, and Chandon, the latter even bringing winemaker Dan Buckle down, so wine and spirit lovers should definitely look out for any upcoming schedules, of which will be listed at the website linked to below.
Dan Murphy’s Cellar
Address: 282 Chapel St, Prahran
Hours: Mon-Wed 10am-8pm; Thurs-Fri 10am-9pm; Sat 10am-8pm; Sun 10am-6pm