East End Cellars was opened in January 1998 by Michael Andrewartha, an incurable wine fanatic with over twenty years experience in fine wine retail. Michael has worked closely with many of South Australia's finest small wine producers throughout his career. He has experienced first hand the many changes that have taken place in the wine industry over these years. He was supporting and promoting the traditional red wines from South Australia's Barossa and McLaren Vale back in the 1980's when "cool climate" was all the rage and the international market for Australian wines did not exist. Michael's unique experience and relationships built over the years have enabled him to create a wine shop with a product range second to none and with a vibe like no other.
Here at East End Cellars we take our wines seriously. Very seriously. Our excellent reputation has been built over the years through knowing what wines to stock and finding the wines our customers are looking for. Our passion is for the wines of small wine producers. Those whose aim is to produce great wines of individual character and whose focus is solely on quality over quantity.
The decision to stock a wine is based purely on the wines quality and the value it will represent to our customers. When one of our staff recommends a wine it is entirely because that wine possesses the quality we seek, not because we are locked into an inflexible quantity deal with a large producer. Our independence is our greatest asset.
I hope you enjoy our site. Please feel free to offer any feedback on any aspects of the site or newsletter. We promise to continually strive to improve our online service so any feedback is valuable. If there are any wines you are interested in do not hesitate to contact us. Our contact and staff details are listed on a separate page. We promise you will be answered by a real person who shares a real passion for fine wines as you do.
East End Cellars Pty Ltd.
ABN 82 656 840 285
Liquor Licence # 504 03 533
Michael Andrewartha & Margie Andrewartha | Owners
Michael has over 42 years of experience in independent wine retail and hospitality, 24 of those as the owner and operator of the iconic East End Cellars in Vardon Avenue which he launched in January 1998.
Since then, Michael and Margie have grown the business from a small corner shop to a multi-faceted venue that comprises a restaurant, a tasting room and a fine wine retail shop which is arguably South Australia’s leading fine wine retailer. From their headquarters at East End Cellars Vardon Avenue, they have expanded their footprint in South Australia’s hospitality scene with Mother Vine wine bar, Mum Cha and in 2023, with the launch of East End Cellars Norwood. They are also the founders and owners of Vardon Lane Fine Wine Imports, a wine distribution company which focusses on both domestic and international high-quality producers.
In addition, they also oversee an events company which has been associated with some of South Australia’s most prolific events, ranging from Tasting Australia to the Tour Down Under and many others.
Michael and Margie are the wise owls of this enterprise and provide guidance, mentorship and when needed, restrain.
Mathieu Smeysters | General Manager and Head Wine Buyer
Mathieu is Michael and Margie’s business partner and provides overarching guidance and leadership to the rest of the team, he supervises the business’s profitability and drives the company’s growth.
He has over 16 years of experience in the hospitality industry as a general manager, restaurant manager and sommelier across a range of venues comprising some of Australia’s and Europe’s most renowned establishments. Mathieu holds a degree in business management as well as multiple degrees and certification from various wine accreditation organisations.
Mathieu believes that people are any company’s biggest asset. His relentless drive to succeed, his vision and his drive on creating efficiencies across the board make him the best man to manage our team.
Olivia Gormin | Business Development and Events Manager
Olivia has over 10 years of experience in the hospitality industry. Prior to her move to East End Cellars, Olivia oversaw a major part of the Hilton Adelaide’s food and beverage department, Catering and Events, spearheading some great results under her leadership. Olivia was one of the only employees within the Hilton Adelaide to have held a Full-time position within all operational departments of the hotel. She brings a wealth of experience and expertise and is in charge of our company’s business development and events departments. She supervises the entire process, from sales to conceptualisation, all the way to execution. Olivia is Mathieu’s right-hand woman and contributes to various other aspects of the business while also providing guidance and support to the venue’s operational teams. Her work ethics and values are second to none and she is an integral part of our ongoing success.
Lizzy Shannon | Marketing and Compliance Manager
Lizzy is an essential member of the management team and holds a very diverse scope of works. Lizzy is a woman of many talents and is the driving force behind our marketing team and strategy, ensuring engagement is obtained across all platforms while specialising in social and digital marketing. Lizzy also facilitates and manages the obtaining of licensing and ensures that all corporate processes and procedures comply with the relevant regulations. Additionally, Lizzy is also an indispensable member of the events team and provides support in the organisation and execution of both our onsite and off-site events.
Josh Lansley | Executive Chef
Josh Lansley is a French trained English chef with an impressive resume which includes stints at some exceptional dining destinations. He is the creative talent and mastermind behind our food offering across all venues and gives guidance to our kitchen brigade, ensuring profitability is achieved without jeopardising quality. He has a true love for food and wants to pass on his passion both to our patrons and to his team. He has redefined our dining and catering experience with elegant and surprising bespoke offerings driven by fresh seasonal produce with a touch of classic European style.