Retailer Profile
A hero of local product in Newcastle Artisanal Cellars has celebrated a wide range of local wines, beers and spirits since the store opened in August 2021. When Darrell Stapleton set out to create
“Not only are we engaging our members
Artisanal Cellars in Newcastle, NSW, he
and community directly, but the suppliers we
developed a straightforward yet successful
have chosen to partner up with and promote
retail philosophy: “Range, knowledge,
are all community-based members here in
service and customer engagement.”
the Hunter region as well,” Stapleton said.
Artisanal Cellars has a footprint of only 190sqm, but it uses every centimetre
It is these local producers that have proven most popular with customers.
to showcase its range and variety. One
“Some of our big movers are from local
innovative use of space is the shop’s ‘gin wall’
suppliers, whether it be wine, beer or spirits.
featuring over 200 different gin expressions.
I might be biased, but I think the Hunter
“It’s like its own little shop-in-shop
punches above its weight with the product
concept, it even has its own website,”
quality, branding and price points we have,”
Stapleton said.
Stapleton added.
Across the rest of the store there is more of
“[These producers] all have very loyal
a muted design, with museum-style lighting
followings, and to be able to offer that in
placing the focus on the products themselves.
our store is a real honour – we have suppliers
Stapleton was determined for the products
with vineyards that are 140 years old, to
to be heroed, with strong customer service
start-up distilleries and breweries, and
supporting this and also providing a key point
everything in between.”
of difference to competitors.
Stapleton recognises that it is
“I was tired of heading into any of the
sometimes a difficult market for smaller
major retailers and not even being greeted
stores like Artisanal Cellars, but believes
or acknowledged,” Stapleton explained.
that independent retailers have certain
“We like to think our staff are one of our
advantages that help keep them competitive.
biggest differentiators from our competitors.
Being agile, open to opportunities and
Not only are they the face of the company,
aware of your abilities in Australia’s liquor
but they drive the consistency we have of
landscape is important, and this has allowed
great customer service and engagement.”
Artisanal Cellars to stay strong throughout
Stapleton is hoping to build upon this
recent challenges – for example, the store
service with a membership program that
opening right as Newcastle went into
will engage customers with special releases
lockdown last year.
and promotions. Artisanal Cellars has
“As a small independent, it’s imperative
already run a few eye-catching giveaways
that we have the right concept, staff and
to boost this engagement with great success,
offering in the marketplace,” Stapleton said.
including a new motor scooter from Fraser
“With all the adversity we have faced as
Motorcycles Newcastle, a surfboard with a
a little start-up, independent retailer in one
special Earp Distillery hand painted design,
of the most uncertain times in commercial
and an ‘instant wine cellar’ from Andrew
history, just keep your eye on the game, stay
Thomas Wines.
focused and just keep moving forward.”
66 | National Liquor News
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