Dan Murphy's unveils premium store format with $160,000 bottle of wine

Juggernaut drinks retailer Dan Murphy's is dipping its toes in the top end of town, unveiling a new premium concept store that is selling a bottle of wine worth $160,000.

Dubbed "The Cellar", the new store in Sydney's Lane Cove will feature temperature-controlled rooms and wine cabinets to store what it describes as "some of the world's rarest wines".

The centrepiece of the store is a $160,000 bottle of 1951 Penfolds Grange, one of the first Penfolds Grange ever made and just one of an estimated 35 bottles still in existence.

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Customers can also find what is widely considered to be the world's best Pinot Noir, Burgundy's Domaine de la Romanée-Conti, retailing for up to $20,000 a bottle.

Dan Murphy's Cellar Lane Cove store manager Walter Henao – who is a sommelier himself -said the range on offer is likely to attract shoppers from near and very far.

"We're expecting some wine loving customers to travel interstate to visit us to discover the range and access the wines we have in this store," Mr Henao said.

"We can, of course, arrange for safe and convenient home delivery of these highly coveted drops as well."

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The entire cellar is fully temperature controlled to 17 degrees Celsius around the clock, and also features state-of-the-art wine cabinets for storing other varieties at their ideal temperatures.

The store's most premium wines will be held in what it calls its "Icon Room", where bottles start from $150.

While the store boasts a range of almost 3000 products, Dan Murphy's says 350 of them are so rare that only one or two bottles will be available.

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Dan Murphy's Managing Director Alex Freudmann said the market had an appetite for high-end wines.

"We know that customers are drinking better, which is why we wanted to create destinations where wine lovers can discover and access some of the best wines from Australia and the world," he said.

Those with a palate fine-tuned enough to enjoy a salary-busting bottle of wine can visit the store at 231 Burns Bay Rd, Lane Cove, where it is open Sunday to Wednesday from 10am to 8pm and Thursday to Saturday from 10am to 9pm.