Melbourne is set to welcome a game-changing addition to its celebrated culinary heart in Flinders Lane with the launch of Melbourne Winery, Melbourne CBD’s first true urban winery. Located at 247 Flinders Lane, the $3 million project reimagines the iconic Ross House Building, a 126-year-old heritage-listed site, into a cutting-edge venue that blends winemaking, dining, and art producing and selling its own proprietary wine label also.
Melbourne Winery will occupy 5,950 square feet (552.5m²) on the ground level of the historic building, offering a first-of-its-kind experience where guests can witness and engage in the winemaking process firsthand—complete with an in-house interactive wine stomping, and guided tastings. The venue’s mission is to shift how Australians consume and appreciate wine, pairing meals with wine selections rather than the traditional reverse approach.
Behind this bold new venture is hospitality mogul Eddie Muto, known for his successful ventures under Barman and Larder including the Italian born, Il Mercato Centrale in Collins St, Flour Child in Richmond and St Kilda and Left Bank Melbourne positioned on Southbank. Muto envisions Melbourne Winery as more than just a hospitality venue; it is a love letter to both the city and Australian wine culture.
“Melbourne Winery will be a celebration of our city’s deep-rooted love for food, wine and art” says Muto. “By combining the essence of a ‘traditional winery’ along with its comforts and unique experiences with the vibrant culture of Melbourne, Melbourne Winery will represent a modern twist and a distinctive CBD experience”.
Melbourne Winery is not only a premier new venue but also the name of its very own wine label. Under the Melbourne Winery brand, guests can enjoy a selection of house-crafted wines available throughout the venue, as well as for purchase online. This ensures that visitors can take home a piece of the experience, further extending the venue’s philosophy of bringing high-quality, locally-produced wines to a wider audience.
“Melbourne Winery is a testament to our passion for the terroir (earth) to glass’ process, in a country with a rich history of producing phenomenal wine and Melbourne’s vibrant hospitality industry” continues Muto. “However we know that not everyone understands or appreciates wines, and instead of acting as a teacher, we are creating an experience that allows for an unseen cinematic glimpse into the world of wine, allowing guests to engage with wine and winemaking in a new and unique way.”
Unlike traditional venues where wine is selected to complement food, Melbourne Winery flips the model, crafting meals to enhance and highlight the characteristics of its proprietary-owned wine label. The ‘backwards menu’, where wine leads and food follows, built on locally sourced ingredients, is designed to be a little unconventional and select their wine first and their food based on the venue’s suggested pairings ensuring a seamless and curated dining experience that tells a story unique to each glass.
“We want people to explore wine beyond the bottle and not be limited by their understanding of traditional food pairings” continues Muto. “At Melbourne Winery, it’s about engaging all the senses with a menu experience that highlights both the traditional and the new. We want to challenge your perception of wine through a menu that both tells a story and explores the best of this city”.
Melbourne Winery will also serve as a gallery space, showcasing works from local artists who will collaborate on bespoke wine label designs. Large-scale original prints and paintings inspired by these labels will be featured throughout the venue, reinforcing its commitment to Melbourne’s vibrant creative community. Adding a depth of additional luxury, Melbourne Winery will also host its very own cheese cellar, a glass encased room featuring artisan made cheeses from across the country, and an oyster bar.
“Wine, food and art all have a shared purpose. To evoke emotion and bring people together” concludes Muto. “Melbourne Winery will be the ultimate fusion of these elements and will also tell a story. “It speaks without necessarily needing words to relay this message, the story of wine deserves more than what we can put on paper, the way you experience wine is completely unique to you. Who you become is up to you but Melbourne Winery gives you the freedom to be whoever you want to be with a little liquid courage to take you there”.
While today marks the official announcement of Melbourne Winery, the venue is expected to open its doors to the public in early April.
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Melbourne Winery Co-Founder and Director of Barman & Larder, Eddie Muto is available for interview and comment. All enquiries should be directed to
Matthew@Madco.com.au and or 0466 406 418.
ABOUT MELBOURNE WINERY:
Melbourne Winery is Melbourne CBDs first urban winery, dedicated to redefining how Australians engage with wine providing a unique terroir (earth) to glass experience. Located in the heart of Melbourne’s epicurean district at 247 Flinders Lane, the venue blends winemaking, dining, and art in a unique, immersive experience. With an authentic wine making area, interactive winemaking opportunities, and a unique flipped menu concept matching meals to wine selections, Melbourne Winery is a love letter to both the city and Australian wine culture. The venue also collaborates with local artists to create bespoke wine labels and large-scale artworks, reinforcing its commitment to Melbourne’s creative scene whilst also remaining true to the wine growing experience, allowing guests to witness and enjoy the senses of grape harvesting, wine production and the final epicurean offering .
