Profile - Dan Murphy's
Parent Company: Woolworths Group Limited
Brand Value: $281 Mil.
Headquarter City: Victoria
Year Formed: 1952
Daniel Francis Murphy opened his first liquor store on Chapel Street, Prahran in 1952 and dedicated himself and his store to providing buyers with an easy and pleasurable buying experience. With deep family connections in Australia’s wine industry, Daniel grew Dan Murphy’s to five stores across Victoria and then sold the brand to Woolworths in 1998 to become a core part of its powerful Endeavour Drinks liquor store consortium. Since then, Dan Murphy’s has become the largest chain of liquor stores in Australia with 227 stores operating across the country, with a projection of 6-10 new stores opening over the next 3-5 years. The appeal of Dan Murphy’s lies in the brand’s number of stores, competitive pricing and product range it offers to the Australian market, facilitated by the warehouse size of their physical stores. As proof of the brand’s strength, in just three years it has also become the largest online alcohol distributor in Australia. The company has built a membership of over 2.4 million generating over 50% of the entire country’s online liquor sales, with an astounding 25% growth in 2016.