The Dan Murphy's Cellar Release concept began many years ago with Dan Murphy himself, offering premium cellar space to his "Vintage Club" members to store their wines in ideal conditions. As Dan Murphy said, "All great wines need age". Dan Murphy adhered to this philosophy by setting aside wines he considered would improve with time, for future sale. Housed beneath the original Chapel Street store in Prahran, Dan Murphy's cellar became a haven for the wine enthusiast – a special place where good wines were given time to become great.
Growing The Seed
Over the years, as Dan Murphy's expanded and the public's interest in wine grew, the Cellar Release program was relocated to fulfil the demand. Today, Dan Murphy's has over 3 million bottles of wine, maturing in climate-controlled cellars – only to be released, when wine experts deem them to be at their very best.
It is because of the Cellar Release program that Dan Murphy's is in the unique position to offer you these carefully aged mature wines without the expense of setting up your own cellar – mature wine to be enjoyed as the winemaker intended.
Behind The Cellar Door
Our panel of wine experts, many with wine making experience, start by selecting the best wines and follow their development with regular assessments. When they are close to maturity they are released for sale.
Look For The Seal
Each store has a dedicated section devoted to the Cellar Release program. We invite you to browse and consider something special with your next purchase. Wines from the Cellar Release program are stamped with this logo - Dan Murphy's symbol of quality matured wines. Look for it in store and enjoy the knowledge that your wine has been lovingly matured.
A wine bearing our Cellar Release seal is your guarantee of a quality wine that has been carefully matured. Our Fine Wine Managers – located in each store – will be happy to recommend specific wines from our extensive cellar range for your drinking pleasure. Your Fine Wine Manager will also be happy to unearth a favourite prestige, or museum wine, sourced directly from the producer. We want you to experience the pleasure of perfectly aged wine.