Drinks retailer Dan Murphy’s has opened a premium concept store in Sydney’s Martin Place for the precinct’s corporate clientele.

The new Cellar concept boasts a “reduced floor format” compared to a typical Dan Murphy’s offering and is stocked with a range of high-quality wines, bespoke spirits, and curated beers.

The store also features a temperature-controlled setting showcasing rare, back-vintage, and hard-to-source Australian and international wines.

Dan Murphy’s MD, Agi Pfeiffer-Smith, said the Cellar would become a “destination store” for wine lovers and spirit aficionados.

“The Cellar will meet the needs of those who appreciate the art of winemaking and the craftsmanship behind exceptional spirits.

“It will speak to our vision of providing carefully chosen products that are exceptional in quality and in some instances, extremely rare and hard to find.”

On-demand tastings and events will be facilitated by wine-serving machines from Enomatic which will help in the preservation of premium wines.

Meanwhile, the concept store takes over the former Lindt Cafe at 53 in Martin Place, which was subject to a siege in 2014 that resulted in the tragic death of two individuals.

The retailer has arranged a memorial in-store for the deceased individuals and has installed a permanent floral tribute on the central tasting table along with plaques on the internal walls.

“We began talks with both victims’ families long before making a final decision to proceed with the development of this store.

“We would have not proceeded without the approval of the victims’ families and have taken every step to respect those directly impacted,” said Pfeiffer-Smith.

• Further reading: Dan Murphy’s MD talks digital channels and drinks innovation.