Dan Murphy’s continues to dominate liquor retail market

Posted by AFN Staff Writers on 16th November 2015


Dan Murphy is blitzing its competition with a new study from Roy Morgan Research revealing 1.2 million Australians visit the store each week.


Once in a Dan Murphy’s store shoppers are not just spending their loose change either. Roy Morgan Research found that these 1.2 million shoppers are spending an average of AUD$61.00 each within any given seven day period.


The figures leave Dan Murphy’s, which is owned by Woolworths Limited, with a 23.9 per cent share of Australia’s alcohol market.  It is followed by BWS, another Woolworths Limited store, which has 17.9 per cent of the market and 1.1 million shoppers each week.


Liquorland, which is owned by Coles parent company Wesfarmers, has 10.8 per market share and 1st Choice, (Wesfarmers), has a 6.3 per cent share. Wine clubs such as Cellarmasters (Woolworths Limited) and the Wine Society complete the top five liquor retailers in respect to market share size.


Roy Morgan Research warns that market share does not however always correspond with the volume of customers shopping within stores. The research body says wine clubs are a good example of this as their customers are required to spend up big to stay in the clubs, but overall liquor clubs do not have close to the number of customers as Dan Murphy’s or BWS. Roy Morgan Research reported only 74, 000 Australians use online liquor clubs weekly.


Aldi Liquor attracts the fifth-highest number of shoppers each week but has just 2.2. per cent of total dollars spent as customers only spend an average of AUD$26 each week.


General Manager for Customer Products at Roy Morgan Research, Andrew Price, said that this latest research was good news for Woolworths Limited which between Dan Murphy’s and BWS has 44 per cent of Australia’s liquor market.


“With its enormous, well-stocked stores, low-price policy and strong online presence, Dan Murphy’s also happens to be the current Liquor Store of the Month in the Roy Morgan Customer Satisfaction Awards. Clearly the chain is ticking all the right boxes among Australia’s alcohol buyers, who not only flock there in droves but rack up one of the higher average weekly spends,” said Price.


“BWS serves a different purpose, being geared more towards convenience with its stores located adjacent to Woolworths supermarkets. It is interesting to note that Woolworths also has a finger in the wine club pie with Cellarmasters, one of the country’s top online wine stores.


“With its three very different liquor retail offerings, Woolworths seems well positioned to thrive in this competitive market even as the proportion of Australians drinking and buying alcohol continues to decline,