|Title||Start date||End date|
|Dan Murphy's Catalogue||15/04/2021||28/04/2021|
Dan Murphy's is an Australian-owned liquor chain that was founded in 1952, Prahran Victoria. Opening his first liquor store back then, Daniel Murphy was a journalist and winemaker involved in the Australian wine industry.
Murphy grew his business to five stores, and then sold the whole business to Woolworths Limited in 1998. Woolworths has grown the brand considerably since purchasing, and now there are 226 stores across the whole of Australia.
While Woolworths also owns its own liquor store (Woolworths Liquor) and the BWS brand, The Dan Murphy brand is principally in competition with Wesfarmers's liquor chain Vintage Cellars and Liquorland.
Dan Murphy's is known in the liquor business trade for the cheapest liquor price guarantee as they promise to beat any competitor's price that is advertized. To deliver this promise to their customer base, Dan Murphy's have a dedicated team to review its competitors' prices to ensure all stores are aware of what the competition is selling common liquor goods at.
In response to the pandemic, Dan Murphy's launched a direct-to-boot service in September 2020. Using license plate recognition software, customers can drive to a Dan Murphy store and pick up their favorite alcohol without having to enter a store. They were the first liquor store in Australia to trial the new system that provides a safe way for customers to shop contact-free.
A rewards program was first introduced in 2014 and has become remarkably successful for the rewards it provides to patrons. Coupled with a business policy of always providing great customer service, Dan Murphy's is a successful player in the billion-dollar Australian liquor market.