Passion finds purpose
About Secret Cellar
Secret Cellar is a wholesale boutique wine distribution and marketing operation specializing in the following activities:-
- Distribution of quality boutique wines
- design and marketing of wine list strategies
- Retailer in store tastings to support product
- corporate specialised executive wine events
- Promotions and media releases of wine news
- Assist retailers to market their products in their own bricks and mortar shops and facilitate wider e-commerce and digital marketing options.
- Conduct guided premium wine and food/leisure tours around Australia and overseas with pro level tastings.
- Train staff and owners of venues in wine sales skills and fine wine appreciation
- Arrange wine social events and other meetups at selected fine dining venues
- Research and select unique wine/spirit products from here and overseas
Secret Cellar is not a direct retailer either online or face to face. We believe in supporting our network of retailers and wholesalers to service the direct sales market and always refer all direct sales to an appropriate retailer that is nearby to the selected customer.
We have some local warehousing arrangements in Sydney to facilitate the economical and prompt delivery of wines from our range of wineries around the country. We do not compromise on quality but always strive to attain a good value fair price for the winemakers, the retailers and the end customers at the same time.
About Mira
Mira Arocha – trained and working Sommelier (Ryde TAFE specialised wIne skils Hospitality College course), a successful consultant wine merchant, educator and Director of Secret Cellar Boutique Wine wholesale Distribution, a guide for Secret Cellar wine Tours and major pioneer of the well known “Travel-Food-Wine Social event “meet up” activities.. group since 2012.
A full time wine professional, Mira’s passion for travel and living the dream has taken her to many big cities and old world wine regions around the world and of course many of the spectacular wine regions around Australia and NZ. Mira is currently studying diploma of digital marketing and also coaching many of her small business clients to improve operations and performance.
Her background is IT, credit control (Film industry) and social media marketing. Mira’s love of wine began in 2008 when she started working in a small wine supply business. Her first vintage was in 2009 in the Hunter Valley where she picked buckets of grapes one morning and did some manual crushing. This was followed by more vintages around Australia, The Grampians, Margaret River and Southern Highlands.
Through her exposure to the wine industry, Mira continued to gain knowledge, she also did some work at bottle shops to learn the retail side of the industry, Mira also enjoyed her wine studies part time for 3 years and finally (proudly) completed her Sommelier course in 2012 at Ryde Hospitality TAFE College.
At present Mira owns and operates her wine distribution business, Secret Cellar Wines specialising in family owned outstanding (self sourced) boutique wines, along with various related products as part of her unique portfolio. She is always sourcing new selected wines from here and overseas. There is an experienced select tasting panel including some re-sellers to assist in the process of selection and elimination. Only the best wines make it to Mira’s list. It is common for resellers to remark ” wow most of your wines are amazing” How many people can say that!
Mira also runs Secret Cellar Wine discovery tours, day trips and longer getaways to the finest wine regions including special sessions with the winemaker for select groups. She helps organise product launches and food and wine pairing at fine dining venues around Australia. Mira also presents wine education, wine tasting to select private groups, corporate and international conferences. Mira loves giving talks about wine and arranging public and social events.
