Cellar: A Wine Bar Nestled In A Craft Beer Brewery

Photographed by Mervin Lee

Heart of Darkness has gone and done it again. Seriously, is there anything they can’t do? From pivoting to an ‘essentials’ online marketplace amid Saigon’s strictest lockdown and selling designer street sneakers, Heart of Darkness now decided to venture into the world of wine, opening a new wine bar named ‘Cellar Wine and Bistro’ in the same building as its craft beer brewery located in District 1.

The bar will officially open from Monday, the 8th of November and boast hundreds of wine types from around the world such as Italy, France, Australia, Portugal and South America. Noteworthy winemakers include Kilikanoon Riesling, Coteaux Bourgignons and Santa Julia Malbec.

A wine bar that’s perfect for both seasoned sommeliers and budding wine enthusiasts

Photographed by Mervin Lee

From budding wine enthusiasts to seasoned sommeliers, there’s something for everyone at Cellar. One of my favourite things about Cellar is its playful and approachable wine list segmented based on what kind of wine-drinker you are. Cheeky titles such as ‘I’ll have a glass to be social’ and ‘Wow you really do love your wine’ feature throughout the menu and not only inject good-spirited fun but also downplay the ‘upscale, pretentious and stuffy’ reputation typically associated with a wine bar.

Furthermore, a menu that’s simple and allows guests to self-segment themselves helps to remove any feeling of overwhelm when faced with hundreds of wine types -red, wine, rose, champagne - in a sea of French and Italian italicised words; This also leads me to the next point - it also removes the ‘agony’ brought about by paradox of choice.

In my opinion, a casual-esque wine bar like Cellar is a well-positioned and fitting concept for Vietnam’s coming-of-age wine market where many are just beginning their wine journey.

An insight into Vietnam’s wine market

Traditionally in Vietnam, wine was mostly consumed via the hotels, restaurants and bars of the tourism sector and a small expatriate community in Vietnam. Wine and sparkling wine offerings were therefore of a higher price point. Such high price points out-priced the domestic consumer, with beer the more dominant alcohol consumed.

However, with rising affluence and the entry of cheaper, New World wines (wines produced outside the traditional wine-growing areas of Europe) through Free Trade Agreements and customs duties exemptions into mass grocery and retail channels in Vietnam, this has increased the visibility and consumption of wines. Today, it is not uncommon to see wines from all parts of the world in Vietnam. In fact, red and white wines have become a staple at many social gatherings, business banquets and formal family dinners. According to Vietcetera, Vietnam accounts for the third-largest ASEAN wine consumer market (15.3 million litres in 2020).

While Cellar appeals to seasoned wine aficionados with its eclectic mix of wine types, what sets Cellar apart is its playful approach to wine that makes it the perfect destination for non-wine drinkers looking to enter or transition to higher quality wines.

Photographed by Mervin Lee

While Cellar appeals to seasoned wine aficionados with its eclectic mix of wine types, what sets Cellar apart is its playful approach to wine that makes it the perfect destination for non-wine drinkers looking to enter or transition to higher quality wines.

With a captured (online and offline) database of young, affluent and culturally-exposed Vietnamese, who best to increase Vietnam’s wine-drinking statistic than one of the country’s craft beer pioneers? The question basically answers itself.

By marrying both a wine bar and craft beer brewery together, Heart of Darkness is also able to unite two traditionally diverse segments and offer variety to its customers. Say if you’re looking for a space to accommodate 15 to 20 people under one roof, you have to compromise on neither the food, drink or space.

This is further evident in Cellar’s design elements. In addition to the usual high chairs and tables, Cellar also has comfortable seating couches and low tables for those looking to fill their bellies with a burger. Yes, you got that right.

Want a burger with your glass of wine? No problem.

Photographed by Mervin Lee

Being the sister concept of a craft beer brewery has its perks and one of them is having access to a fully-equipped kitchen. This means guests aren’t limited to the typical small plates served at wine bars but can also order from Heart of Darkness’s hearty food menu. This isn’t to say Cellar’s food menu is nothing short of amazing, because it is.

On the food front, familiar favourites such as cheese and charcuterie boards, oysters, baked Camembert and salmon gravlax debut in addition to generous mains: seafood risotto, marinated MB7 Wagyu Steak served medium rare with braised mushrooms and 90-day dry-aged ribeye beef (90g) tartare with Dijon mustard and fresh beef jus on a bed of fresh salad.

90-day dry-aged ribeye beef (90g) tartare with Dijon mustard and fresh beef jus on a bed of fresh salad. Photographed by Mervin Lee

An inclusive space that unites not divides

I was lucky to have been invited to a preview before the opening of Cellar a few days after the ban on food delivery was lifted. After almost four months of isolation, it was surreal and heartening to see tables full of bar snacks, steak tartare and cheeseboards surrounded by people sipping on wine glasses and beer steins.

While this mixture might sound blasphemous to some, I couldn’t help but relish in the spirit of camaraderie that evening. Perhaps, instead of seeing the food and drink industry as augmented concepts targeting different types of people, it’s time to see them for what they truly are - spaces for people to come together, be social, unite and not divide.

‘Hybrid concepts’ such as Cellar and Heart of Darkness are a stark reminder of the essence of hospitality venues. Such concepts allow consumers to cozy up to a glass of wine and ease into conversation at the start of the evening in one space and end off their night at a more lively and rowdy space.

Address: 31 D Ly Tu Trong Ho Chi Minh City, Vietnam
Operating Hours: 5pm to midnight daily
Facebook: https://www.facebook.com/cellarsaigon

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