Dan Murphy's is an Australian liquor supermarket chain owned by Woolworths Limited, with 226[citation needed] stores across the country. Woolworths Limited also owns BWS and Woolworths Liquor, another liquor chain with smaller stores. Dan Murphy's competes principally with Wesfarmers brands 1st Choice Liquor Superstore, Vintage Cellars and Liquorland. The business offers a "lowest liquor price guarantee"[1] and promises to beat any competitor's advertised price.


Daniel Francis Murphy, a winemaker, journalist and founder of the first wine club in Australia, learned the trade working in a liquor store owned by his father Timothy Murphy. In 1952, Dan Murphy opened his first liquor store. Located on Prahran's Chapel Street, it was just a few hundred metres away from his father's store.[2] Murphy was heavily involved in the Australian wine industry, and he was a friend to influential winemakers, including Maurice O'Shea and Max Schubert.[3]

After growing his business to five stores across Victoria, Murphy sold his business to Woolworths in 1998.[4] The business has since contributed to the formation of an oligopoly in the Australian liquor market, with concerns about the ability of smaller liquor retailers to compete.


As of 2016, there are 215 Dan Murphy's stores operating across Australia: 66 in Victoria, 62 in New South Wales, 48 in Queensland, 19 in Western Australia, 16 in South Australia, 4 in the Australian Capital Territory, and 2 in Tasmania.[5]

In addition to its physical stores, Dan Murphy's also operates danmurphys.com.au, which is responsible for more than 50% of online sales of alcohol in Australia.[6]

In 2016, Woolworths opened The Dan Murphy's Cellar.[7] Located in the cellar of Dan Murphy's original Prahran store, The Cellar focusses on boutique and premium liquor products.


My Dan Murphy's

Dan Murphy's launched My Dan Murphy's, its customer rewards program, in 2014. As of October 2016, the program has more than 1.7 million members.[8]


In 2014, Dan Murphy's introduced its online Connections service.[9] This allows small or international producers to sell their products directly to customers through the Dan Murphy's website.

Lowest Liquor Price Guarantee

Dan Murphy's offers its customers a "lowest liquor price guarantee"[10] and promises to beat any competitor's advertised price – provided the competitor's store is located within 10 kilometres.[11]


Dan Murphy's pricing strategy sparked an anti-competition problem in 2003, with industry analysts claiming that Woolworths and Coles were seeking to bankrupt rival liquor retailers, mostly by lowering prices of wine.[12] The business has admitted to selling liquor at times below cost to "aggressively drive sales".[13] Furthermore, the original Dan Murphy had a similar strategy with his below cost marketing being cross subsidised by fraudulent avoidance of Sales Tax to the detriment of his competitors who could not match his prices.[14]

Another major concern amongst rival liquor retailers has been Woolworths' aggressive acquisition strategy, buying up small independent stores to increase market share against main rival Coles Group,[15][16][17] or opening up new stores, placing pressure on existing retailers by taking away sales.[18] In Woolworths' 2006 Annual Report, the company reported 15 new Dan Murphy's stores had opened in the reported financial year, taking the total to 56, and that the company had the sites and licences to have more than 100 stores open within the next two to three years.[19]


  1. ^ Murphy's, Dan. "The Dan Murphy's Story". www.danmurphys.com.au. Retrieved 31 October 2016.
  2. ^ "Dan Murphy's - The Dan Murphy Story". Dan Murphy's. Retrieved 27 June 2016.
  3. ^ Murphy's, Dan. "The Dan Murphy's Story". www.danmurphys.com.au. Retrieved 31 October 2016.
  4. ^ "Woolworth History" (PDF). Archived from the original on 25 September 2007.CS1 maint: BOT: original-url status unknown (link)
  5. ^ "Dan Murphy's | Store Finder | Find you nearest store". www.danmurphys.com.au. Retrieved 31 October 2016.
  6. ^ "Dan Murphy's online sales surging". NewsComAu. Retrieved 31 October 2016.
  7. ^ "Dan Murphy's Cellar (Prahran), VIC | Dan Murphy's Stores". www.danmurphys.com.au. Retrieved 31 October 2016.
  8. ^ "Endeavour Drinks Group Grows Sales by 4.7% in FY16 - drinks bulletin". drinksbulletin.com.au. Retrieved 31 October 2016.
  9. ^ "Boutique Boozers Benefit from Dan Murphy's Connections". Power Retail. 12 November 2014. Retrieved 31 October 2016.
  10. ^ Murphy's, Dan. "The Dan Murphy's Story". www.danmurphys.com.au. Retrieved 31 October 2016.
  11. ^ "Watchdog: Dan Murphy's on". Retrieved 31 October 2016.
  12. ^ Ashford, Karen (April 2004). "Wine producers on the rack". The Adelaide Review. Archived from the original on 27 September 2007. Retrieved 20 September 2007.
  13. ^ Greg Hoy (13 July 2003). Inside Business. Australian Broadcasting Corporation. Power of Coles-Woolies under scrutiny.
  14. ^ "Canberra Times:THE LAW: "Judge told jail 'is a death sentence' "". 29 October 1991.
  15. ^ Oriel Morrison (5 June 2005). Business Sunday. Channel Nine. Bottle shop blues.
  16. ^ McMahon, Stephen (27 October 2005). "Woolies swallows Taverner hotels whole". Business. The Age. Retrieved 20 September 2007.
  17. ^ James Chessell; Justin Norrie (27 October 2004). "Woolies beats Coles in big pub race". The Sydney Morning Herald. Business. Retrieved 20 September 2007.
  18. ^ Dianne Bain (21 April 2006). "Supermarket giants taking over hotels and pubs in WA". Stateline (Western Australia). Australian Broadcasting Corporation. Retrieved 20 September 2007.
  19. ^ Woolworths Limited (2006). "Woolworths Limited Annual Report 2006" (PDF). Archived from the original (PDF) on 31 August 2007. Retrieved 20 September 2007. Cite journal requires |journal= (help)

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