Former Dan Murphy’s executive teams up with leading wine critic to launch a new venture – a curated wine platform aimed at reshaping customer experience.
Australia’s largest liquor retailer is entering a new phase with the launch of a wine-focused retail venture backed by industry veteran Tony Leon and wine critic Jeremy Oliver.
Leon, a former executive and co-founder of Dan Murphy’s, has partnered with Oliver to create “Oliver’s Wines,” a business offering a curated selection of wines both online and in-store. The model is pitched as an alternative to the mass-market approach of traditional retailers, aiming instead to guide customers toward “better wine choices.”
The launch marks a departure from the conventional retail format, where wine selection is often driven by volume and discounting strategies. Instead, the focus of the new venture is on curated ranges, wine education, and customer engagement.
The pair claim the venture will address what they see as a gap in the market for guidance-led wine buying, particularly for Australian producers. The store will be supported by content including video tastings, producer profiles, and direct commentary from Oliver, who has spent more than 30 years reviewing Australian wines.
The first physical location is expected to open in Melbourne’s inner-east later this year, with a broader digital rollout already underway.
While positioned as a disruptor, the new business still operates within a competitive and consolidated retail landscape, with Coles and Endeavour Group continuing to dominate liquor sales across the country.
The move also comes amid shifting consumer behaviour in wine purchasing, with online sales stabilising post-COVID and premiumisation trends continuing, albeit at a slower pace.
Leon and Oliver are betting that their blend of retail experience and wine expertise can carve out a loyal customer base seeking a more informed and curated offering. Whether it can gain ground in a market dominated by scale and pricing remains to be seen.