Bringing wine tasting to Melbourne’s high-street
Objective: Elevate Dan Murphy’s from stockist to specialist, with an elevated wine tasting boutique for connoisseurs.
Dan Murphy’s is Australia's leading liquor retailer, with a store portfolio stocking an increasingly extensive range of local brewers and international imports. To bring to life the passion and retail expertise of the founder Dan Murphy, and further elevate the brand's positioning in the market, we created a one-of-a-kind wine tasting boutique store; the Dan Murphy's Cellar. A world-class retail and hospitality experience, located in Melbourne's iconic Chapel Street - where Dan had his first ever store.
Targeted at wine connoisseurs, this elevated service-led concept store features the most comprehensive collections of rare, back vintage and hard-to-source wines in Australia. By bringing expert wine tasting experiences and exclusively sourced products directly to the high-street, we elevated their brand experience from premium stockist to an unrivalled market specialist. It's now a leading shopping destination in Melbourne on Tripadvisor, and drove enviable brand re-appraisal amongst their existing customer base.
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