No vineyards, no rustic barns, just pure wine-soaked city vibes at this revolutionary booze lab.
There’s a new player in Melbourne’s wine scene and it’s ditching the countryside for concrete. Forget rolling hills and dusty barrels – this urban winery is planting itself right in the heart of our beloved laneway network.
Skip the trip out to the Yarra Valley and head to Flinders Lane, as the simply-named Melbourne Winery will soon offer tastings, wine workshops, curated meals with wine pairings and so much more.
Melbourne Winery
- Launching April 2025
- 247 Flinders Lane, Melbourne
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The crew behind Melbourne Winery aren’t interested in tradition – they’re here to flip the script on how we experience vino in the city. This isn’t just another wine bar or cellar door; it’s a 552.5-square-metre love letter to fermented grape juice with a distinctly Melbourne edge.
Brought to life by a coalition of hospo veterans spanning kitchens, vineyards and creative studios, Melbourne Winery promises to be a multisensory playground where wine leads and everything else – food, art, atmosphere – follows its boozy command.
“Melbourne Winery isn’t about tradition—it’s about transformation,” a spokesperson reckons, explaining the concept as a space where bottles become characters in your night out rather than just something to knock back with dinner.
The venue is packing serious features: a dedicated wine lab, cheese room (dubbed the Salle à Fromage, oui oui), oyster bar and rotating art installations. There are even grape stomping sessions for those keen to get their toes dirty in the name of good times.
Their wine range drops in three collections – Essentials (your everyday bangers), Elevated Classics (when you’re feeling a bit fancy) and Indulgence (for when you’ve just got paid and want to flex). Each bottle rocks a photographic label with its own narrative, basically turning your drink choice into a personality quiz.
Forget stuffy wine lectures – Melbourne Winery’s digital presence doubles down on the fashion-forward vibe, with their blog The Sealed Section tackling the real questions we’ve all had after a few glasses, like “Sips, regrets & unsent texts”. We’ve all been there.
“Drinking wine is deeply personal. It’s like art — how you experience it, how you interpret it, is completely your own,” the team explains. “We wanted to show people what a winery could look like — if it was born right here in Melbourne.”
Between the immersive wine experiences, fashion-forward branding and dedication to making wine accessible without dumbing it down, Melbourne Winery is positioning itself as the ultimate booze pilgrimage for city slickers who can’t be arsed driving to the country.
For more information and to book a visit to Melbourne Winery, head here.
