Dan Murphys

What Dan Murphys does

Dan Murphy's is Australia's largest specialty liquor retailer, founded in 1952 by Daniel Francis Murphy and operating as a retail brand under Endeavour Group Ltd (ASX: EDV). The business runs a hybrid physical-and-digital model comprising 270+ stores across Australia and a full-featured e-commerce platform at danmurphys.com.au, with same-day delivery, 30-minute store pickup, and dedicated iOS and Android applications. Its catalogue spans 20,000+ products across wine, spirits, beer, cider, premix drinks, and zero-alcohol alternatives, supported by proprietary merchandising systems, a curated Dan's Marketplace for direct-from-producer international drinks, and an editorial content hub called Dan's Daily that publishes recipes, tasting notes, and category education.

The revenue model is fundamentally retail: one-time consumer alcohol purchases drive the majority of sales, supplemented by a free My Dan's loyalty program that delivers member-exclusive pricing and free metro delivery on orders over $149, a Dan's for Business / Weddings & Events service for corporate gifting and bulk orders, and transaction-fee economics on Dan's Marketplace. Pricing is anchored by the Lowest Liquor Price Guarantee (LLPG), under which Dan Murphy's beats rather than matches competitor prices, reinforced by regular BOGOF promotions and clearance activity. Customer segments are primarily individual Australian consumers for personal, gifting, and entertaining occasions, with a secondary business/corporate segment served through dedicated B2B services.

Dan Murphy's sits within Endeavour Group alongside BWS and a Hotels division; Endeavour reported $6.7 billion AUD in consolidated group sales for H1 FY26, with online sales up 35.1% year-on-year. The company is currently undergoing significant executive transition, including the appointment of Benjamin Ward as Managing Director effective 27 January 2026 and a new Endeavour Group CEO from 1 January 2026, alongside a restructuring that integrates the merchandise function directly into the Dan Murphy's and BWS brands.

Name

Dan Murphys

Legal name

Dan Murphy's

Website

https://danmurphys.com.au

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Dan Murphy's is Australia's largest specialty liquor retailer, operating 270+ stores and a nationwide e-commerce platform selling 20,000+ alcoholic and zero-alcohol beverage products to individual consumers and corporate clients under parent Endeavour Group.

Ownership category

akta.pro rank

Product category

Alcohol Retail

NAICS

Beer, Wine, and Liquor Retailers (44532), Beer, Wine, and Liquor Retailers (4453)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Liquor Stores (General Off-Premise) (CRANAAAA)

akta.pro secondary industries

Alcohol Delivery Commerce (CRAFAFAH), Online Alcohol & Adult Beverage Delivery (CRAHAIAH), Alcohol Gift, Basket & Specialty Packaging Retail (CRANABAG)

Keywords

• Alcohol retail
• Liquor store
• Wine sales
• Spirits retail
• Corporate gifting

Headquarters

HQ city

Dubbo

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Alcohol Sales: Primary revenue from selling wine, beer, spirits, cider, and premix drinks through physical retail stores and e-commerce platform. Operates on a retail margin model with member-exclusive pricing and promotions.
2. Member Loyalty Program: My Dan's membership program offering exclusive deals, member-only pricing, and personalized offers to drive customer retention and repeat purchases.
3. Corporate and Event Gifting: Business gifting services, wedding and event planning, and corporate events catering through dedicated business services division.
4. Dan's Marketplace: Online marketplace offering local and international drinks sourced directly from producers, available for delivery nationwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Dan Murphy's is Australia's largest liquor retailer, operating 270+ physical stores and an e-commerce platform selling over 20,000 wine, beer, spirits, cider, premix, and zero-alcohol products. The company offers same-day delivery, 30-minute in-store pickup, the My Dan's free loyalty program with exclusive member pricing, and a Lowest Liquor Price Guarantee. It also runs Dan's Marketplace for specialty and international drinks, Signature Service for personalized recommendations, and Dan's for Business serving corporate gifting, weddings, and event customers.

Product overview

Dan Murphy's is Australia's largest online alcohol retailer, operated by Endeavour Group. The core offering is an e-commerce platform selling over 20,000 products across wine, spirits, beer, cider, premix drinks, and zero-alcohol alternatives. The ecosystem includes the My Dan's loyalty program (free membership with exclusive pricing and free metro delivery over $149), Dan's Marketplace for rare international products, Signature Service for personalized recommendations, and Weddings & Events/Corporate services for bulk occasions. The Dan's Daily content hub provides editorial content including cocktail recipes, educational guides, and trending product features.

Differentiator

Problem solved

Functional benefit

Products and services

• Dan Murphy's Online Alcohol Store
• My Dan's Membership
• Dan's Daily
• Dan's Marketplace
• Signature Service
• Weddings & Events
• Dan's for Business
• Mixed Wine Cases
• Dan Murphy's Gift Cards

Quantifiable outcome

• 20% growth in Australian soju sales for partner Jinro
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• HiteJinrocoreChannel Partner/ Reseller/ Distributor · 27 February 2026Strategic expansion of Korean liquor company HiteJinro's presence in Australian market. HiteJinro opened flagship Jinro Pocha Melbourne soju bar in February 2026, introducing Korea's traditional pojangmacha drinking culture. Dan Murphy's carries dedicated Jinro and Chamisul shelves across approximately 1,400 stores nationwide. Reported 20% growth in Australian soju sales last year.
• NEFT VodkaminorGTM or Marketing Partner · 21 October 2025NEFT Vodka became official beverage sponsor for Love Island Australia Season 7, premiering October 27, 2025. Partnership includes nationwide expansion at over 800 Dan Murphy's and BWS locations, on-screen integrations, cross-platform activations, and nationwide advertising campaigns.
• Besa mi vinominorGTM or Marketing Partner · 21 October 2025Besa mi vino (US-based hard seltzer brand) made its first international launch from US to Australia through Love Island Australia Season 7 partnership. Debuted with limited-edition Passionfruit Hard Seltzer distributed by JQWS at select Dan Murphy's locations at $21.99 for a four-pack.
• Wine AustraliacoreStrategic or Co-development Partner · 4 August 2025Wine Australia and Endeavour Group released inaugural State of the Grapes report analyzing sales data from BWS and Dan Murphy's to uncover major shifts in Australian wine consumption patterns. The report reveals national pivot toward lighter wine styles including rosé, prosecco, and pinot noir.
• Australian Wine Sector (Various Wineries, Venues, Retailers)coreGTM or Marketing Partner · 1 August 2025Participation in 'We make a wine for that' Australian wine sector campaign returning for August 2025. Wine businesses including wineries, venues, and retailers encouraged to submit events for inclusion in national promotions connecting Australian wine to evolving consumer tastes and occasions.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BWS: Beer Wine Spirits (BWS) is the convenience-led liquor banner under the same Endeavour Group parent, directly competing with Dan Murphy's on range, price, and member offers across a national footprint of 1,000+ stores.
• Liquorland: Liquorland is Coles Group's dedicated off-premise liquor banner with a similar store-based format, range, and promotional mechanics, competing head-to-head with Dan Murphy's on price and convenience.
• First Choice Liquor: First Choice Liquor is Coles' larger-format liquor destination banner competing directly with Dan Murphy's on range depth, premium assortment, and price-led offers across Australian metros.
• Cellarbrations: Cellarbrations is a national franchised liquor store chain with comparable off-premise assortment and promotional mechanics, competing for the same Australian household shopping occasions.
• Aldi Liquor: Aldi Liquor operates liquor sections across Aldi's Australian grocery footprint, applying a hard-discount model that directly pressures Dan Murphy's LLPG price-beating promise.
• IGA Liquor: IGA Liquor offers off-premise alcohol through independent and group-affiliated grocers, competing with Dan Murphy's on convenience-led basket missions and local promotional intensity.

Emerging players

• Jimmy Brings: Jimmy Brings is an on-demand alcohol delivery specialist focused on 30-minute urban delivery, competing for convenience occasions where Dan Murphy's same-day delivery and pickup service also plays.
• Vinomofo: Vinomofo is an online-only wine marketplace targeting enthusiast and deal-driven consumers, overlapping with Dan Murphy's premium and mixed-case wine ranges via a digital-first model.
• Boozebud: Boozebud is an Australian online alcohol marketplace with broad range and on-demand delivery, competing with Dan Murphy's e-commerce platform on convenience, range, and last-mile fulfilment.

Regional players

• Total Wine & More: Total Wine & More is the largest US off-premise alcohol retailer with a similar superstore, range-leadership, and price-led proposition; operates in a different geography but represents the closest format analogue internationally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/DanMurphysLiquor
• Facebookfacebook.com/Dan-Murphys-1176401299103357
• Instagraminstagram.com/danmurphys
• Xx.com/danmurphys

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dan Murphys