Prince Wine Store – Who we are.

What we do.

Maybe its easiest to start with who and what we are not! We are not a supermarket, discount chain, lowest-common-denominator liquor outlet.  In some ways we are not even a retailer who could be selling anything; tyres, widgets or beanie boos! We can only sell one thing...WINE!

What we are is an independently owned wine merchant, driven by our collective passion to source and share some of the greatest wines in the world with a similarly passionate group of punters...many of which are now friends and part of the PWS family.

There are two owners: Michael McNamara and Alex Wilcox (and their long-suffering wives) and together with 42 other committed (or perhaps should be committed) staff they run three wine retail outlets in South Melbourne, Sydney and Essendon as well as a wine bar/restaurant Bellota and a wine cellarage business called Liquid Assets. In addition to this educate and have, for some years, now run the benchmark WSET qualification in Victoria and NSW and a suite of more informal courses written by the ourselves and our staff.

We import from a strong portfolio of producers from France, Italy, New Zealand and California that reflect our love of wines that are made by people who share our passion for great wine and wines that reflect their place.

So without getting too carried away and to put it succinctly, we love drinking, selling, talking about and being in and around wine.

Who else would you wanna buy wine from! 


Michael McNamara with a short introduction to Prince Wine Store.

A short video of Alex Wilcox explaining about Prince Wine Store and our various business

Wine Tastings: Every Saturday FREE tasting at each store. 

Wine Events: visit the events page for details: click here

  • Masterclass- Meet winemakers, discuss vintages.
  • Wine Dinners- Meet winemakers and try there wine with food wine notes supplied. 
  • Wine Supper - Short format wine tasting with one dish finished by 9pm.
  • POD Tastings- Selection of wines presented stand up in the POD @ South Melborune or upstairs in Sydney.


Mixed dozens and curated packs: each month we prepare a wine dozen pack to a theme, these monthly mixed dozens are offered a a great discount to help you try new wines and learn about different regions and styles. We also have a number of packs running be it an everyday drinking selection or a special half bottle pack, click here for more details.

Wine Storage: Liquid Assets is our wine storage business. 
Temperature controlled managed cellarage, Wine advice,Cellar management,Sell your cellar. click here

Wine Bar: Bellota Wine Bar opened in 2013 next to the Melbourne Prince Wine Store. Book a table click here

Click here to take a tour of the store using the Google 360 inside view