Melbourne Winery: A Bold Urban Wine Experience in the Heart of the City
Melbourne’s culinary and cultural landscape welcomed a groundbreaking addition with the grand opening of Melbourne Winery, the city’s first urban winery, located at 247 Flinders Lane in the vibrant CBD.
The launch, marked by a ribbon-cutting ceremony led by Lord Mayor Nicholas Reece, was a celebration of innovation, hospitality, and the art of winemaking reimagined for an urban audience. This isn’t a traditional winery tucked among rolling vineyards—it’s a bold, fashion-forward space that blends wine, food, art, and storytelling into a dynamic experience designed for Melbourne’s cosmopolitan crowd.
The launch event was a sensory delight, showcasing the winery’s offerings with an oyster bar, an impressive cheese selection, and a range of wines that left guests buzzing. Among the standout varietals was the Pinot Noir, noted for its distinctive minerality, which added depth to the tasting experience.
The venue itself, spanning 552.5 square meters, stretches deep into Flinders Lane, combining modern design with an inviting charm that feels both sophisticated and approachable. Adding a touch of glamour, guests mingled with the model whose portrait graces the winery’s striking photographic wine labels, each bottle a piece of art in its own right.
Melbourne Winery is the brainchild of a team of hospitality professionals with expertise in wine, food, marketing, and design. Led by General Manager Paul Bellette, the group set out to answer a bold question: What would a winery look like if it was born in the heart of Melbourne?
The result is a space that defies convention, trading rustic farmhouse aesthetics for a sleek, urban playground where wine takes center stage. “Melbourne Winery isn’t about tradition—it’s about transformation,” Bellette explains. “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 winery’s concept is a departure from the classic cellar door. Instead of vineyards and barrels, visitors are greeted by a wine lab, a cheese cellar (aptly named Salle à Fromage), an oyster bar, and rotating art exhibitions featuring large-scale photography. The space is as much a cultural hub as it is a winery, designed to evoke emotion and spark connection through wine, food, and art. “Wine, food, and art share a purpose—to evoke emotion and bring people together,” Bellette notes. “Just like art, wine is subjective. Everyone experiences it differently, and this space gives you the freedom to discover that.”
At Melbourne Winery, wine is the lead character, with food playing a supporting role. The menu is carefully crafted to complement the glass, ensuring that each dish enhances the wine’s flavors rather than overshadowing them. The winery’s initial range features 32 varietals, released in three distinct collections: Essentials, staples for everyday enjoyment; Elevated Classics, for moments that call for something special; and Indulgence, reserved for when only the best will do. Each bottle is adorned with a photographic label that tells its own story, inviting guests to choose a wine that resonates with their mood or moment.
Beyond its wines, Melbourne Winery offers a range of immersive experiences designed to deepen guests’ connection to the craft. From grape stomping and blending masterclasses to sensory workshops and guided tastings, the winery invites visitors to engage with wine in new and meaningful ways. Private dining rooms and bespoke tasting events cater to those seeking a more intimate experience, while the wine-led dining concept ensures that every meal is a celebration of the glass. The winery’s own-label wines, available exclusively in-house and online, add an element of exclusivity to the experience.
Art plays a central role in the winery’s identity, with rotating exhibitions and large-scale photographic installations creating a dynamic backdrop. These creative elements reflect the winery’s commitment to storytelling, encouraging guests to see wine as more than a beverage but as a medium for connection and expression. “Melbourne Winery promises a terroir-to-glass experience with an atmosphere unmatched in Melbourne and unique in the country,” the winery states, emphasizing the individuality of each visit and each glass.
The winery’s digital presence is as carefully curated as its physical space. Its website, designed to feel more like a fashion boutique than a traditional bottle shop, offers an approachable platform for exploring and learning about wine. The Sealed Section, a playful blog, tackles topics like “Sips, regrets, and unsent texts,” infusing humor and relatability into the wine conversation. This digital experience extends the winery’s storytelling ethos, inviting visitors to begin their wine journey before they even step through the door.
Melbourne Winery’s approach is refreshingly inclusive. “We’re not here to tell people how to appreciate wine,” Bellette says. “We’re here to create an experience that lets them engage with it in a new way. Wine isn’t just about taste—it’s about the atmosphere, the stories it carries, and the full sensory journey it inspires.” This philosophy is evident in every aspect of the winery, from its thoughtfully designed space to its innovative programming and unpretentious approach to wine education.
For wine lovers, foodies, and art enthusiasts alike, Melbourne Winery is a destination that redefines the winery experience. It’s a place to discover, connect, and explore—whether you’re a seasoned connoisseur or simply someone who enjoys a good glass of wine. The winery’s urban setting, combined with its creative energy and commitment to storytelling, makes it a standout addition to Melbourne’s hospitality scene.
As Bellette aptly puts it, “This isn’t just a place to drink—it’s a place to discover.” Melbourne Winery invites you to step into its world, choose a bottle that speaks to you, and become part of the story. With its blend of wine, art, and urban sophistication, this Flinders Lane gem is poised to become a must-visit destination for locals and visitors alike. Whether you’re sipping a Pinot Noir, savoring oysters, or immersing yourself in a blending masterclass, Melbourne Winery offers a wine experience like no other—one that’s as bold, vibrant, and multifaceted as the city it calls home.