Dan Murphy’s is expanding into wine subscription, with a unique and expertly curated offering, Dan Picked, offering ease, convenience and flexibility.

Dan Murphy’s managing director, Alex Freudmann said, “What we have seen in the last two years is that Australian consumers expect more convenience than ever, which is why we have created Dan Picked; to provide a service that is as seamless and smooth as the wines curated in each box.”

Dan Picked promises ‘expert curation’, and every bottle is handpicked by Dan Murphy’s wine team and delivered every two months.

Every Dan Picked wine box contains six bottles including one ‘Wildcard’ aimed to expand and delight the palate. Each box also includes tasting notes, flavour profiles, and food matches for each wine.

The offering is designed for those looking to expand their wine palate, as well as well those who already consider themselves solid cellar dwellers.

Dan Picked subscriptions start at $99 (shipping is free) with $129 and $159 options also. Customers can skip a box or stop their subscription at any time.

“What sets Dan Picked apart from other subscription services is the Dan Murphy’s wine team. With 70 years of experience, they uniquely marry an understanding of the Australian palate with relationships with wine producers across Australia and around the world,” Freudmann added.

“For Dan Picked, they’re hand selecting from a library of thousands of wonderful wines and bringing them to customers more conveniently. We’re excited that this subscription model gives customers the opportunity to explore wine varieties they may never have tried before, including many from smaller, more regional wineries.”