Melbourne Winery, a new experience for wine lovers, is launching in the centre of the city at the end of April.

The team of passionate partners behind the project all have deep roots in Melbourne’s hospitality scene. Some come from the kitchen, some from the vineyard, others from brand, design and creative strategy.

Immersive wine experiences are on offer at Melbourne Winery, ranging from blending sessions, grape stomping and guided tastings to sensory workshops.

The venue offers a wine-led dining experience, where every dish is designed to elevate the glass. The food offering includes the Salle à Fromage (cheese cellar) and a dedicated oyster bar, alongside private dining rooms and bespoke tasting events.

There will also be rotating art exhibitions and large-scale photographic installations, designed to enhance the sensory experience.

“Melbourne Winery isn’t about tradition—it’s about transformation,” said General Manager Paul Bellette. 

“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.

“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.”

The digital experience has been given equal thought, designed to feel more like a fashion boutique than a bottle shop. It aims to offer more than just looks, offering an approachable, scrollable space to explore and learn about wine.

“Drinking wine is deeply personal. It’s like art — how you experience it, how you interpret it, is completely your own,” said Bellette.

“We wanted to show people what a winery could look like — if it was born right here in Melbourne. This isn’t just a place to drink – it’s a place to discover.”

Melbourne Winery is located at 247 Flinders Lane.

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