The New Zealand Cellar's founder launches Australian version
Melanie Brown, founder of The New Zealand Wine Cellar, has expanded her business with the launch of The Australian Cellar.
The new business will initially launch as an online-only platform with a focus on bringing “a new energy and perception to Australian wines in the UK”.
The launch follows the success of Brown’s first venture, The New Zealand Cellar, which launched online in 2014, before moving into its first bricks and mortar home at Pop Brixton in 2015. The original concept by Brown was to bring a diverse selection of premium New Zealand wines to the market.
The Australian Cellar with follow the same philosophy whereby Brown will aim to showcase the best wines from the country’s finest vineyards, highlighting regional and varietal diversity.
Brown explained: “On a recent trip to Australia I was struck by the strength of Australia’s offering – I realised for the first time that Australia is going through one of its most exciting, enticing and edgiest moments in its wine history, making it the perfect time to embark on this next step – and so The Australian Cellar was born. Australia is the second largest supplier to the UK by consumption, in large part due to the high volumes sold in supermarkets, yet the strength, diversity and passion of the country’s winemakers is severely underrepresented. My recent trip transformed by perception of what the country had to offer and I want to introduce the UK to that pureness, quality and energy that is unfolding in Australia.”
The Australian Cellar launched on September 19 as an online platform (www.theaustraliancellar.co.uk), showcasing a collection of wines. This is supported by a schedule of diverse events, pop-ups and tastings.