Australia’s independent liquor retail sector is set for a shake-up, with one of our own – veteran retailer and MGA Independent Businesses Australia member, Tony Leon – teaming up with internationally acclaimed wine critic Jeremy Oliver to launch a new bricks-and-mortar wine retail concept.
After building momentum with the online platform Oliver’s Wines, which offers expert wine commentary and retail access, Oliver is now preparing to expand into physical stores — a bold move designed to blend personal service, storytelling, and curated selection with the convenience and reach of digital retailing.
And it’s Tony Leon, a proud supporter of independent retail and the man who transformed Dan Murphy’s from a single store to a national powerhouse, who is leading this transition.
A New Retail Model with a Personal Touch
The new stores, starting with a flagship location in Melbourne’s inner suburbs, will combine retail, a wine bar, event spaces, and wine education under one roof. Additional locations in Sydney and Brisbane are already on the radar.
“A high-profile bricks and mortar presence can drive sales via our online platform in a way that’s too hard to deliver when purely online,” says Oliver. “But it’s more than just sales — it’s about nurturing customer relationships, sharing stories, and creating a multi-sensory wine experience.”
This hybrid model aims to fill the growing gap between the generic big-box liquor chains and the diminishing number of boutique independents.
Opportunity in a Shifting Market
As the wine retail landscape evolves, Oliver and Leon believe now is the perfect time to offer something fresh.
“The major players are cutting back to smaller ranges of big brands, while the smaller independents often struggle to differentiate themselves,” says Leon. “We can fill that niche — and we have a story to tell.”
With the Endeavour Group’s share price down 25% over the past year and Coles Liquor consolidating its formats under the Liquorland banner — leading to reports of reduced product range and choice — the timing couldn’t be better for a customer-focused, discovery-led wine retail experience.
Backed by Experience, Driven by Passion
Both Oliver and Leon have a long history in the liquor industry — in fact, both began their careers under the legendary Dan Murphy. Their partnership reflects a shared vision: to create a retail offering where passionate wine drinkers of all levels feel welcome, valued, and inspired.
“Tony’s energy and experience are second to none,” says Oliver. “There’s no one I’d rather have leading our commercial operations.”
With the strong foundation of Oliver’s Wines’ growing digital platform and the soon-to-launch physical locations, this new chapter blends heritage, innovation, and a deep respect for the independent retail spirit.
For more, visit: www.olivers-wines.com.au
