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June 21, 2023

East End Cellars to expand to Norwood

Bottle shop, bar and restaurant East End Cellars is set to open a second location in Adelaide's inner-east this August.

  • Words: Maeve Marryat
  • Pictures: Johnny von Einem

The team behind the long-standing bottle shop, bar and restaurant East End Cellars on Vardon Avenue is in the process of completing their first expansion.


East End Cellars Norwood
Norwood Green
100 Magill Road, Norwood 5067
Mon—Tue: 9am ’til 7pm
Wed—Thu: 9am ’til 10pm
Fri—Sat: 9am ’til late
Sunday: 12pm ’til 7pm

East End Cellars is slated to launch in August.


East End Cellars has been serving the people of Adelaide for more than two decades, and come August will bringing their passion for wine and gastronomy to the Norwood Green development on Magill Road.

When the team was offered the opportunity to expand into the blooming project, they jumped at it.

“It’s a meeting place for the local community – a bottle shop, wine bar and restaurant, all integrated together,” says owner and managing director, Mathieu Smeysters.

Mathieu has embarked upon this venture with business partners Michael Andrewartha and Andrew Nunn.

It’s advantageous timing, given the culinary renaissance currently underway in Adelaide’s suburbs.

Mathieu says he sees “a lot of potential” in the South Australian marketplace, and the Norwood native is keen to fill what he sees as a void in the suburb’s wine bar scene.

“I’m from Norwood, and I love Lune Wine Bar on The Parade, but I feel having an extra little place to go for those who love a good glass of wine was… why we decided to go with that location and the food,” he says.

There’s a lot yet to come


The soon-to-be-unveiled 120-seater space will have a major focus on wine education.

“We want to make it quite educational, that’s going to be a big aspect, says Mathieu. “We want to have free wine tastings, in which we’ll highlight some of the best wineries from South Australia in particular. We’re also going to have masterclasses and wine events.”

The team was also excited to be given a brand-new space to transform.

“We were very lucky to be given the space as a blank canvas,” says Mathieu.

“We’ve tried to maximise every inch of space for you to have a great experience when you come there.

“It’s a big outside presence, so the idea is really to take full advantage of our location, and especially in summer as well, have little markets and little events outside, like an Italian fest and a Greek fest there.”

“The fitout in general is going to be stunning – the drawings that we’ve had and the colour schemes and the style,” says executive chef, Josh Lansley.

“We’ve got some really nice, fresh new things happening, but also tied it in with a lot of the classic East End Cellars interiors.”

Above: The current state of Norwood Green’s ground-floor interiors


Designer Stephen Henderson has lent his creative touch to the venue’s interior, while Josh has been hard at work curating a distinct menu.

“It’s going to be a bit of a French bistro-inspired place with Mediterranean ingredients, in a sense, but using produce from South Australia,” says Josh.

“We want to be as local as possible, in terms of the presence of the wines in the shop as well as the food.”

Situated at 100 Magill Road, within the Norwood Green apartment complex, East End Cellars Norwood is slated to open in August, operating seven days a week.

To stay up to date on the build, connect with East End Cellars Norwood on Instagram.

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