Dan Murphys
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.
- Company typePrivate
- Founded1952
- HeadquartersDubbo, Australia
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
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.
Dan Murphys firmographics
Firmographics- 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
Dan Murphys industry classification
Industry- 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
Where Dan Murphys is headquartered
LocationHeadquarters
- HQ city
- Dubbo
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Dan Murphys business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- Member Loyalty Program: My Dan's membership program offering exclusive deals, member-only pricing, and personalized offers to drive customer retention and repeat purchases.
- Corporate and Event Gifting: Business gifting services, wedding and event planning, and corporate events catering through dedicated business services division.
- Dan's Marketplace: Online marketplace offering local and international drinks sourced directly from producers, available for delivery nationwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Non-member standard pricing |
| Subscription | Pay-as-you-go | My Dan's Member pricing |
| Unit Pricing | Pay-as-you-go | Free delivery threshold |
| Transaction based/ take rate | Pay-as-you-go | Buy One Get One Free promotions |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Dan Murphys product offering
Product offeringCore 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
Companies that use Dan Murphys
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Dan Murphys technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Dan Murphys partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- HiteJinrocoreStrategic 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 VodkaminorNEFT 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 vinominorBesa 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 AustraliacoreWine 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)coreParticipation 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
Dan Murphys competitors and assessment
Company assessmentDirect 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
Dan Murphys social profiles
Digital presenceDan Murphys financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dan Murphys leadership team
Management profileNumber of profiles
Profiles2 records
Dan Murphys funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dan Murphys M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dan Murphys
What does Dan Murphys do?
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.
Is Dan Murphys a public or private company?
Dan Murphys is a private company. It is classified as corporate owned and is currently operating.
When was Dan Murphys founded?
Dan Murphys was founded in 1952. It employs 5,001 to 10,000 people.
Where is Dan Murphys based?
Dan Murphys is headquartered in Dubbo, Australia, in the Oceania region.
How does Dan Murphys make money?
Four revenue lines are on record. Retail Alcohol Sales are the primary driver. The others are member Loyalty Program, corporate and Event Gifting and dan's Marketplace.
Who are Dan Murphys's main competitors?
Direct peers on record are BWS, Liquorland, First Choice Liquor, Cellarbrations, Aldi Liquor and IGA Liquor. Emerging players are Jimmy Brings, Vinomofo and Boozebud. Total Wine & More is listed as a regional player.
Does Dan Murphys have an API?
No public API is recorded for Dan Murphys.
What industry is Dan Murphys in?
Dan Murphys's product category is Alcohol Retail. Its primary akta.pro industry code is CRANAAAA, Liquor Stores (General Off-Premise), with a secondary code of CRAFAFAH, Alcohol Delivery Commerce. Its NAICS code is 44532 and its SIC code is 5940.