Retailer Profile: Artisanal Cellars

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 Artisanal Cellars in Newcastle, NSW, he developed a straightforward yet successful retail philosophy: “Range, knowledge, service and customer engagement.”

Artisanal Cellars has a footprint of only 190sqm, but it uses every centimetre to showcase its range and variety. One innovative use of space is the shop’s ‘gin wall’ featuring over 200 different gin expressions.

“It’s like its own little shop-in-shop concept, it even has its own website,” Stapleton said.

Across the rest of the store there is more of a muted design, with museum-style lighting placing the focus on the products themselves. Stapleton was determined for the products to be heroed, with strong customer service supporting this and also providing a key point of difference to competitors.

“I was tired of heading into any of the major retailers and not even being greeted or acknowledged,” Stapleton explained.

“We like to think our staff are one of our biggest differentiators from our competitors. Not only are they the face of the company, but they drive the consistency we have of great customer service and engagement.”

Stapleton is hoping to build upon this service with a membership program that will engage customers with special releases and promotions. Artisanal Cellars has already run a few eye-catching giveaways to boost this engagement with great success, including a new motor scooter from Fraser Motorcycles Newcastle, a surfboard with a special Earp Distillery hand painted design, and an ‘instant wine cellar’ from Andrew Thomas Wines.

“Not only are we engaging our members and community directly, but the suppliers we have chosen to partner up with and promote are all community-based members here in the Hunter region as well,” Stapleton said.

It is these local producers that have proven most popular with customers.

“Some of our big movers are from local suppliers, whether it be wine, beer or spirits. I might be biased, but I think the Hunterpunches above its weight with the product quality, branding and price points we have,” Stapleton added.

“[These producers] all have very loyal followings, and to be able to offer that in our store is a real honour – we have suppliers with vineyards that are 140 years old, to start-up distilleries and breweries, and everything in between.”

Stapleton recognises that it is sometimes a difficult market for smaller stores like Artisanal Cellars, but believes that independent retailers have certain advantages that help keep them competitive. Being agile, open to opportunities and aware of your abilities in Australia’s liquor landscape is important, and this has allowed Artisanal Cellars to stay strong through out recent challenges – for example, the store opening right as Newcastle went into lockdown last year.

“As a small independent, it’s imperative that we have the right concept, staff and offering in the marketplace,” Stapleton said.

“With all the adversity we have faced as a little start-up, independent retailer in one of the most uncertain times in commercial history, just keep your eye on the game, stay focused and just keep moving forward.”