A new winery is set to open in Melbourne’s CBD at the end of the month and it promises to be a reimagining of the wine experience.
Melbourne Winery’s home in Ross House on Flinders Lane will offer 32 varietals in its initial three-tier range labelled Essentials, Elevated and Indulgence.
It has partnered with Scotchmans Hill winemakers, which are based in the outer Geelong wine region at Drysdale.
The venue is the brainchild of a group of hospitality professionals with different backgrounds across wine, food, marketing and design.
Melbourne Winery GM, Paul Bellette said the goal is to create an experience that lets customers engage with wine in a new way.
“Melbourne Winery isn’t about tradition, it’s about transformation,” Bellette said.
“We’re creating a space where people don’t just drink wine, they engage with it.
“Every bottle tells a story and we’re giving our guests the chance to be a part of it.”
The property spans more than 550sqm and includes a wine lab where guests can blend their own creations, stomp on some grapes, take guided tastings, select from a variety of cheeses and oysters, and view rotating art exhibitions.
The fit-out also exudes elegance with sharp wood features throughout, modern light fittings and a green ceiling looking down on a grey and gold chequered floor.
“Wine isn’t just about taste,” Bellette said.
“It’s about the atmosphere, the stories it carries and the full sensory journey it inspires.
“Wine, food, and art share a purpose – to evoke emotion and bring people together.”
Wine is also deeply personal, according to Bellette, who said how you experience it and interpret it, is uniquely your own.
“This space gives you the freedom to discover that,” he said.
“Melbourne Winery promises a terroir to glass experience with an atmosphere unmatched in Melbourne and unique in the country ensuring each visit and each glass provides its own story to guests.”
