Raise a glass to 10 years of My Dan’s Get to know our premium customers
PLUS: We wrap up all the insights from the holiday season
ALH Hotels brought the beats for record-breaking Christmas
Trade Supplier Charter
Our guiding principles:
• We're transparent
• We keep things simple
• We work together as genuine partners
Ourpurpose,'Creatingamoresociablefuture,together'inspiresustokeeppeopleattheheart ofeverythingwedo.Webelievethatourabilitytogrowreliesonstrongrelationships.Wevalue oursuppliersasstrategicpartners;integraltoourabilitytodeliveronrange,qualityandvalue forourcustomers.
View the Trade Supplier Charter document here
Weʼre committed to showing the way we do business. Guided principlesof transparency,genuinecollaboration, this Charter sets out our ways our trade supply partners. Throughthese principles, build lastingrelationshipsmutual,sustainable and seek to promote ethical conduct. Scope
Thischarterappliestoallsuppliersofmerchandise(orothergoods-for-retail)whohave,orareindiscussionswith ustohave,adirectcontractualrelationshipwithEndeavouroranyofitsbrands.
Weʼretransparent Weopenlyshareourgoalsandexpectationswithoursuppliers,andprovidetimely,qualitydatatohelpthemmake informedbusinessdecisions:
● Weshareandinvolveoursuppliersinforecastingsothattheyhavethenecessaryinformationtoprepare effectively.
● Weprovidecleartimelinesandcriteriaaspartofourrangereviews,ensuringthatsupplierscanbewellprepared andawareoftheevaluationprocess.
● Wecommittorespondingtosupplierquerieswithin24hours,MondaytoFriday.Evenifwedon answersrightaway,weletoursuppliersknowwe
● Wearealwaysopentofeedbackonourpartnershipsandcommitments,whichhelpsustoaddressanyissues
Ourpurpose,'Creatingamoresociablefuture,together'inspiresustokeeppeopleattheheart ofeverythingwedo.Webelievethatourabilitytogrowreliesonstrongrelationships.Wevalue oursuppliersasstrategicpartners;integraltoourabilitytodeliveronrange,qualityandvalue showing respectthrough
Guided bythe transparency,simplicityand this Trade Supplier waysof workingwith partners. principles, we endeavour to relationshipsthat promote sustainable growth,drive innovation, promotehighstandards of
We keep things simple
Weʼre committed to simplifying our systems and processes for our partners so that they can c what they do best - making great products our customers love:
● We continuously focus on reducing complexities for our suppliers, including through regular reviews of our onboarding process New suppliers have access to a dedicated team to support them every step of the way
● We keep things easy for our small supply partners with faster payment terms to support cash flow, assisting them to continue to grow with us
● Our end-to-end merchandising workflow solution, the Endeavour Partner Portal, offers a streamlined process for our current suppliers to submit products for review
● We keep things as simple as we can but we never compromise on quality or sourcing integrity Where relevant, we will work with suppliers to ensure that products are manufactured in line with our standards, including our Responsible Sourcing Policy
We work together as genuine partners
Together, we strive to align product innovation to meet consumer demand, respond quickly to challenges, and capitalise on opportunities:
● We share insights (including relevant consumer data) through our quarterly publication for suppliers, Distilled, as well as through supplier forums, our Supplier Connect tool, and regular category deep dives This helps keep our suppliers well informed about market trends, customer behaviour and other factors influencing our industry.
Thischarterappliestoallsuppliersofmerchandise(orothergoods-for-retail)whohave,orareindiscussionswith ustohave,adirectcontractualrelationshipwithEndeavouroranyofitsbrands. retransparent
● We give our supply partners access to their Distribution Centre and network inventory levels through relevant reports, allowing them to manage their inventory more effectively and respond quickly to changes in demand
Weopenlyshareourgoalsandexpectationswithoursuppliers,andprovidetimely,qualitydatatohelpthemmake informedbusinessdecisions:Weshareandinvolveoursuppliersinforecastingsothattheyhavethenecessaryinformationtoprepare effectively. Weprovidecleartimelinesandcriteriaaspartofourrangereviews,ensuringthatsupplierscanbewellprepared andawareoftheevaluationprocess.
● We understand the importance of local success for our smaller suppliers Thatʼs why we have specialised resources dedicated to seeking out local market opportunities This approach helps smaller suppliers grow their presence in their own communities with access to valuable, localised market insights.
● We always negotiate in good faith Our goal is to reach mutually beneficial agreements that support our suppliers, our customers, and our business
Wecommittorespondingtosupplierquerieswithin24hours,MondaytoFriday.Evenifwedon ʼthaveallthe answersrightaway,weletoursuppliersknowwe ʼreworkingonfindingtheinformationtheyneed. Wearealwaysopentofeedbackonourpartnershipsandcommitments,whichhelpsustoaddressanyissues andcontinuouslyimprove.OursuppliersareencouragedtoprovidefeedbackatanytimetotheirEndeavour categoryteam.Inaddition,supplierscanprovidefeedbackthroughourVoiceofSupplierVOS surveys,which areanonymousandvoluntary.
● We celebrate our supply partnersʼ success, coming together to celebrate their achievements through our annual Supplier of the Year Awards
Dispute resolution process
For any issues they donʼt feel comfortable raising with their category team, we encourage our suppliers to use our Whistleblowing service to raise complaints related to an actual or potential breach of this charter or any of our Endeavour policies
Relevant policies
● Small Supplier Policy
● Supplier Trading Terms
● Responsible Sourcing Policy
● Whistleblowing Policy
Welcome back to Distilled!
There’s a new face here! Many of you might recognise me having worked at Endeavour for a few years now, but I am thrilled to be now sitting in the Merchandise Operations and Transformation chair. Our suppliers are such an important part of what makes Endeavour tick, and I can’t wait to get to know you all better - and for you to know me! Next edition I’ll share a bit more about myself and what makes me tick, but for now, let’s jump straight into this one.
This quarter’s Distilled is packed with great insights and updates. We spotlight two amazing suppliers - including a grower for the first time, the MixIn team explore how small suppliers can get the most out of our retail media solutions, and Andrew Shedden takes us
through the evolution of our Premium offerings. We also celebrate a major milestone - 10 years of My Dan’s - and our insights team unpack Christmas sales trends across our stores and pubs, with a special focus on gifting.
I’m really looking forward to working together with you all and if there’s something you’d love to see in Distilled, or if you just want to say hello, don’t hesitate to reach out to us at distilled@edg.com.au.
Cheers,
Nikki Bull General Manager Merchandise Operations & Transformation
Contents
Tim talks to recent changes within our Supply Chain and what the benefits are for our suppliers.
After winning the Local Product of the Year Award, Steven Paul credit’s Oakdenes’ success to their quality wines and strong community ties.
10 Years of My Dan’s: A Legacy of Loyalty
Dan Murphy’s is raising a glass to a major milestone in 2025.
MixIn for small suppliers: myth busting
We are making it our mission to show our small to medium suppliers that working with our Retail Media arm - MixIn - is possible.
Explore Endeavour Group’s new Premium customer assets, in a rapid Q&A with Andrew Shedden.
Fourth-generation Coonawarra grower George Kidman shares his family’s journey, from partnering with Dan Murphy himself to supplying grapes for Pinnacle Drinks.
45 A Merry Christmas for our categories We look back to Christmas with a focus on what and how our customers chose to shop with us.
51 A festive season to remember in ALH pubs
Our pubs were at the heart of Australia’s celebrations.
57 A close up on gifting What’s on our Heads of Categories minds for this year’s Gifting lines?
Simplifying supply chain
Ask Tim
Q. Why is Endeavour introducing fbe Inbound, and what are the benefits for suppliers?
At Endeavour, we’re always looking for ways to strengthen our partnerships with suppliers and enhance the efficiency of our operations – and that’s how fbe Inbound was created.
Expanding our existing Fulfilled by Endeavour (fbe) service to include inbound freight into our Distribution Centre (DC) network is a natural progression for us. We’ve designed this service with our suppliers in mind, aiming to simplify and streamline the inbound process while delivering tailored freight solutions.
fbe Inbound positions both Endeavour and our suppliers for long-term success. Firstly, it strengthens our relationships by providing a more integrated and flexible freight
Tim Carroll Director, Merchandise and Buying
offering, allowing suppliers to deliver to both our DCs and stores. It also enhances visibility and control over the supply chain, giving our team greater transparency when managing your freight.
Another key benefit is the streamlined administration. With fbe Inbound, we’re introducing a bespoke off-remittance settlement service, simplifying invoicing and operational processes to save you valuable time. This approach reduces complexity, freeing you up to focus on other areas of your business.
Suppliers can also count on consistent and reliable service. By taking on greater responsibility for end-to-end freight management, we’re ensuring that goods arrive on time and in compliance with our rigorous safety standards.
From our perspective, this change allows us to strengthen the resilience and efficiency of our operations. But at its core, fbe Inbound is about creating a win-win scenario for both Endeavour and our supplier partners.
With the conclusion of our partnership with Woolworths’ Primary Connect+ in July 2025, our team will be here to support you every step of the way as you explore how fbe Inbound can meet your needs.
We’re confident this new service will make working with Endeavour even easier and more effective. If you have any questions or would like more details, please don’t hesitate to reach out to the
Help us help you: share your details to shape the future of our network
With so many exciting plans for our supply chain, we want to ensure we’re delivering a service that truly supports your business and fulfilment needs. To achieve this, we need your input!
We’d love it if you could spare just 5 minutes to update your location of finished goods using the link below.
Update your details here
Your participation will play a vital role in helping us make informed decisions that better align with your needs.
Thanks in advance for your time and effort – we greatly appreciate your support as we work towards a stronger partnership.
Celebrating a local hero
Steven Paul,
General Manager and Director of celebrated Bellarine
Peninsula
winery
Oakdene Wines, shares insights into the importance of a local retail focus and close community ties.
Steven Paul
Nestled in the heart of the Bellarine Peninsula, Oakdene Wines has become a shining example of what passion, hard work, and a commitment to quality can achieve. From its humble beginnings producing just 700 cases of wine to becoming a key player in the Geelong wine scene, Oakdene has cultivated a reputation for excellence.
Through strong community ties, innovative practices, and a steadfast partnership with our Wine team, Oakdene continues to thrive –taking out our Local Product of the Year Award 2024, showcasing the exceptional cool-climate wines the region has to offer.
Q. Can you tell us a bit about your journey in the Geelong wine scene and how Oakdene has become such an integral part of it?
My journey in the Geelong wine scene began in 2005 when I moved here for a role at Scotchmans Hill after years in hospitality. It was during this time that I fell in love with the region’s vibrant wine culture and unique terroir. A chance lunch with Oakdene’s owner, Bernard Hooley, led to an exciting partnership, and by 2009, we were producing just 700 cases of wine. Fast forward to today, Oakdene has grown to produce up to 12,000 dozen cases annually from our two vineyard holdings with a focus on quality and innovation.
Geelong is a truly special wine region, offering not only stunning coolclimate wines but also an unmatched lifestyle. The proximity of vineyards to the city and the coast creates a unique livability. Oakdene’s integration into the local wine scene stems from our dedication to the craft, our strong community connections, and a determination to create wines that celebrate the region. From humble beginnings, it’s been a rewarding journey fuelled by passion, hard work, and the support of our community and partners like Endeavour.
Q. What strategies have you implemented to promote Oakdene wines with Endeavour team members and in the local community?
One of our key strategies in creating demand has been to remain highly visible and engaged. This means spending time with consumers at tastings, sponsoring and supporting local events, and being actively involved in the community. These efforts ensure that people recognise and connect with our wines, creating a sense of loyalty.
You’ve got to do the footwork. Whether it’s in-store tastings or delivering wines yourself, being present and engaged with the community builds relationships that drive demand.
With the Endeavour team, we’ve worked hard to foster strong relationships, particularly with local store managers and staff. For example, the team at Ocean Grove Dan Murphy’s – our number one customer – has been instrumental in promoting our wines. Their enthusiasm for local products, combined with their proactive efforts to feature the brand prominently instore, has been a game-changer.
“Geelong is a truly special wine region, offering not only stunning coolclimate wines but also an unmatched lifestyle.”
“The team at Ocean Grove Dan Murphy’s – our number one customer –has been instrumental in promoting our wines.”
During challenging times like COVID, we also saw a huge groundswell of support for local producers. The Endeavour team embraced this wholeheartedly, by creating their own in-store campaigns such as “Support Local, Don’t Be Mean, Buy Bellarine” in Dan’s. This collaboration between our team and theirs amplified the visibility of our wines and deepened our connection with the local community.
Q. Congratulations on winning our 2024 Local Product of the Year Award. What do you think sets your winery apart to get this well-deserved win?
And how was the news of winning this accolade received by your team?
At Oakdene, we believe what sets us apart is a combination of our commitment to quality, our hands-on approach, and the genuine effort we put into building relationships with both our partners and the local community. Over the years, we’ve been fortunate to receive significant accolades, such as winning Wine of Show at the Geelong Wine
Show for two consecutive years with our Liz’s Chardonnay, as well as trophies for Sparkling Wine - all reflecting the meticulous care we put into crafting them. Another key factor is our direct involvement in managing every aspect of our business. We own and fully control our vineyards, ensuring consistency from grape to bottle. We also handle our own distribution, which allows us to maintain strong relationships with Endeavour stores and ensure seamless delivery. This direct connection has helped us stay responsive to the needs of store teams as well as customers.
Our proximity to the heart of the community plays a big role. Being less than two kilometres from the Ocean Grove Dan Murphy’s store, for example, has created a unique synergy where locals and tourists feel a tangible connection to our wines.
And as for winning Local Product of the Year - it was such a surprise, and it really validated all the hard work we’ve put into building our brand and supporting the local region.
“The store manager and staff embraced us, showcasing our wines prominently and building strong in-store displays that highlight local producers.”
Back at Oakdene, the team were equally thrilled. It’s not often that you win an award of this calibre without any prior hints, and that element of surprise made it even more special. The award is now proudly displayed in our cellar door, alongside a few others we were fortunate to win last year.
Q. We are proud that our local Ocean Grove Dan’s has become your number-one customer. How did this relationship develop, and what has been the key to your successful collaboration with our local store on the Bellarine Peninsula?
A big part of the success has been the effort and enthusiasm of the store team. From the beginning, the store manager and staff embraced us, showcasing our wines prominently and building strong in-store displays that highlight local producers.
Additionally, the local community has played a huge role and the store’s location in a vibrant area like Ocean Grove, surrounded by a mix of locals and tourists, has allowed our wines to reach a wide audience. The store’s efforts, combined with the community’s passion for local goods, have helped propel Ocean Grove Dan Murphy’s to become not just our number one customer in the region, but our largest account in the entire country.
Q. You’ve played a significant role in supporting and expanding our fbe (fulfilled by endeavour) service in Geelong. Can you share your experiences and what motivated you to promote this initiative among other local producers?
fbe has been a game-changer for us because it’s allowed us to streamline our operations while maintaining that personal touch. I’ve even encouraged other local producers to join because it’s just so effective.
By streamlining the distribution process, it allows us to maintain better control over the delivery of our wines, with the added benefit of not having a third party involved. From pick-up at our site to delivery at BWS and Dan Murphy’s stores, the process is straightforward, efficient, and reliable.
A LEGACY OF LOYALTY
DAN MURPHY’S IS RAISING A GLASS TO A MAJOR MILESTONE IN 2025: 10 YEARS OF ITS MY DAN’S MEMBER PROGRAM.
“This year, we’re celebrating the loyalty of millions of Australians who continue to make Dan Murphy’s a part of their everyday occasions,” said Agi PfeifferSmith, Dan Murphy’s Managing Director.
My Dan’s, which launched in 2014, has grown to 5.5 million active members, making it one of the largest member programs in Australia.
“It’s our way of saying thank you to our customers and offering them something truly special,” Agi said.
“Whether that’s access to exclusive member offers, priority access to limited edition pre-orders or exclusive invites to member-only events.”
“Low prices are in our DNA, and combining our Lowest Liquor Price Guarantee* with the benefits of My Dan’s ensures our members get more – more of our great value, range and service,” explained Agi.
To celebrate the milestone, Dan Murphy’s launched the “Here’s to 10 Years” campaign last month with members enjoying exciting offers and benefits.
*See here for the Lowest Liquor Price Guarantee terms and conditions.
PERKS AND PROGRESS WHAT A DECADE OF LOYALTY LOOKS LIKE
5.5 million active members are now part of the program.
My Dan’s members spend on average almost double that of non-members per basket.
Our customers love My Dan’s and see the great value it gives them with card scan rates increasing from 23% in 2015 to 83% today.
From the results we can see, customers are getting value out of the program with members landing on average $15 in benefits each time they shop (basket transactions) and $6 per product.
Back in 2015, 11 stores hosted events. Today, My Dan’s delivers over 1,200 events annually, with more than 20,000 attendees.
Members receive exclusive first access to highly anticipated, limited edition pre-order products. Our first pre-order offer was in 2015 for Glenlivet Single Cask.
10 years ago, our members’ top products included Oyster Bay Sauvignon Blanc and Pepperjack Shiraz. Fast forward to 2025, and favourites like De Bortoli Prosecco and Zonzo Limoncello now top the list.
Myth busting for small suppliers
MixIn’s Head of Sales, Hayley Robinson is making it her mission to show our small to medium supplier community that working with our Retail Media arm is not only possible, it will build your brand’s awareness with our customers through our omnichannel network.
Hayley Robinson
MYTH: Small suppliers won’t see real results without blowing the budget.
BUSTED: We get it – budget is key. MixIn offers scalable solutions designed to deliver real impact without breaking the bank. Think targeted digital ads reaching our engaged customer base, strategically placed in-store point-ofsale media, and even sponsored content opportunities within our online platforms.
We can work with you to pinpoint the most effective channels for your specific product and target audience. It is about smart spending that maximises impact.
MYTH: Content-based retail media plans work better for larger/known brands.
BUSTED: Our customers engage with a variety of campaigns. Let’s brainstorm some winning strategies for smaller suppliers!
• “Taste of...” campaign: Partner with us for a focused in-store tasting event combined with digital advertising to drive traffic and introduce your product to new customers.
• “Local’s favourite” spotlight: Highlight your product’s local origins and unique selling points through dedicated in-store displays and social media promotion.
• “Recipe inspiration” collaboration: Feature your product in engaging content distributed through highly engaging Dan’s Daily platform and our websites, driving both awareness and sales.
“We can work with you to pinpoint the most effective channels.”
“It is about smart spending that maximises impact.”
MYTH: Only large suppliers have the opportunity to work with the MixIn team to develop a bespoke plan that aligns with their marketing and promotion goals.
BUSTED: We have a sales lead in each Category dedicated to our small-medium suppliers so they get time and attention from our team. We see this as a key growth strategy for us and we pride ourselves on our collaborative approach. From initial consultation and strategy development to campaign execution and performance reporting, our team is here to provide expert support and ensure your MixIn experience is a success.
MYTH: It’ll be up to me to maximise my results with MixIn.
BUSTED: We’ll work together to make every dollar work its hardest. Here are some insider tips to get you started:
• Laser-focused targeting: Forget the scattergun approach! With a limited budget, precision is key. Let’s use our rich customer data to help identify who your ideal customer is. Once we know that, we can target your ads to them at key moments in their shopper journey.
• Creative content that pops: Think eye-catching visuals and a message that resonates. A simple, well-crafted image or short video can be incredibly powerful.
• Test, tweak, and triumph: The beauty of retail media is that it’s measurable! We can track how your campaign is performing – how many people are seeing your ads, how many are clicking through, and ultimately, how many are buying your product. This data is gold! If something isn’t working, we can tweak it on the fly. Maybe we need to adjust the targeting, change the creative, or even try a different ad format. This constant optimisation ensures you’re getting the most bang for your buck.
We’re not just selling you ad space; we’re partnering with you to achieve your business goals. Let’s chat and explore how we can make MixIn work wonders for your brand.
Don’t take our word for it
Hear what our smaller suppliers have to say
Travla
“The MixIn team has had a real impact, helping us exceed our sales forecast by 32% since launch. Their integrated strategies deliver real results, but what stands out most is their genuine understanding of the challenges
faced by long-tail suppliers like Travla. Working with MixIn is a pleasure, they bring the right mix of sharp strategy and a friendly, down-to-earth approach to delivering real outcomes.”
Hawke’s Brewing
“Hawke’s Brewing has enjoyed a fantastic partnership with MixIn for over three years, collaborating on campaigns across the east coast in Dan Murphy’s and BWS. Whether it’s launching new products or driving seasonal brand awareness, the MixIn team understands our goals and consistently delivers creative, practical activation solutions that make sense for a business of our size.
What truly sets MixIn apart is their flexible, no-fuss approach, giving us the confidence to scale our activity in line with our growth and distribution within the Endeavour network.
Working with Eliza and Kylie at MixIn is an absolute pleasure. They’re incredibly supportive, adaptable, and always quick to respond. They bring a friendly, professional approach to everything they do, making collaboration effortless. But beyond that, they’re just fantastic people – fun, energetic, and an absolute joy to work with. If you get the chance to work with them, you’re in great hands!”
Andrew Shedden
We consider it an honour to work with liquor suppliers of the finest wines and beverages from Australia and across the globe to deliver the very best across our retail channels. Working together with these high end products, we are kicking big goals, however, the opportunity for growth in the premium space is ripe.
We recently announced Endeavour Group will be bringing together our key premium assets - the Fine Wine Buying team, LANGTONS and The Cellar Proof of Concept - into one place, lead by Andrew Shedden. We hit him up for some insights into what this means for our suppliers, internal teams and of course, our customers!
Q. Before we get stuck into the changes, let’s start with our customers first. Who are our premium customers and where are they shopping with us?
I think one of the biggest challenges – not just for us, but for any retailer – is genuinely defining what we mean by ‘premium’ customer. The beauty of that challenge for us, at Endeavour Group, is that we are such a broad church; we speak to the vast majority of liquor customers in this country. Because of this, our definition of ‘premium’ has to be broad.
Fortunately, as a Group, we have the touchpoints to service all our premium shoppers, and where and how we play in the premium space depends on the brand.
For BWS, it’s about continuing to stretch our range architecture in the right stores so that when a premium customer walks in, they are surprised by the strength of the offering for a convenience retailer.
At Dan Murphy’s, it’s all about discovery for premium Wine and Spirits consumers, offering an even more curated range and experience. This is where our ‘Ultra Premium’ customers engage, and we can cater to them with curated experiences in the right stores.
Even further up the ladder, we have LANGTONS, which I would place beyond ‘Ultra Premium’ – this is ‘Luxury’. With high-touch brokerage
“The opportunity for growth in the premium space is ripe.”
services, online auctions, and exclusive experiences, we are uniquely positioned to serve this segment.
Even in a climate where the focus is heavily on value, we know that there is still a crucial premium customer to be serviced. By bringing all of our expertise together we ensure we’ve got all their needs covered.
Q. Would you say we are leading in this space, where others may be focusing elsewhere?
I think at the moment there’s no doubt a flight to value in the market just because of the current short-term economic conditions that we’re facing. And I think that’s correct and appropriate. Value is key to our core business strategy.
It’s really important to acknowledge that the current economic conditions are cyclical and while we confront those challenges directly, we also need to look beyond this immediate horizon and prepare for further cycles of customer demand over the medium-longer term.
Bringing these assets together reinforces that we are looking beyond, stepping into a space that’s going to help deliver our diverse customer strategy, and positioning
ourselves as leaders. Growth won’t just come down one path.
The reshuffle also acknowledges that whilst we already have key premium touchpoints in place, there’s an opportunity to create an even more cohesive and integrated offering for our customers.
Q. What exactly would a ‘coherent and integrated offering’ look like down the track?
I think it’s about leveraging our loyalty platforms, and the My Dan’s member program is phenomenal. We have approximately 5.5 million active members registered, so you’ve got a very broad customer base sitting on that platform and I believe that’s the common link. The exciting thing now is thinking about how exactly we package that up.
Digitally, we’ve got a great opportunity in terms of how we provide a clear path to purchase for a premium consumer that’s differentiated from a standard experience. We’ve got a lot of ideas about what that looks like, but that’s probably more a medium-term horizon in terms of the way that we execute that.
“Bringing these assets together reinforces that we are looking beyond.”
Q. What’s the big benefit of bringing all of our teams together internally, and are there any changes for our suppliers?
We’ve now got a whole bunch of teams that are clearly focused and aligned on the same strategy. We’re now all pulling in exactly the same direction. And I think it’s that clarity that will be the difference over the next 12 months versus where we have been historically.
For our suppliers, it’s very much business as usual right now. The teams that they engage with are the teams that they will continue to engage with, and we’ll continue to have the same conversations.
Q. Ok, let’s break the assets down a little bit more. LANGTONS. What’s been happening and what’s the opportunity?
LANGTONS has been on a journey where it has redefined its five year strategy, its north, a couple of years ago. We’re two years into a five year journey here, but really the aspiration for LANGTONS is that it is the leading luxury line retail offering in the country.
Moving LANGTONS into this team will ensure it is supported to achieve its overarching strategic and business goals by effectively leveraging the power of the wider Group.
Q. We’ve also been testing a new premium store concept - ‘The Cellar’ - the third of which recently launched at Barangaroo. Tell us a little about this and how it will operate within this new team?
There’s clearly a whole bunch of postcodes around the country, particularly in capital cities and urban areas, where there is a high level of affluence where we really think we need to be playing a role. We’ll be testing and learning in this space, but we think moving the strategic development of The Cellar stores into the new team means they too can benefit from closer alignment with other premium assets to maximise their growth potential.
The opening of The Cellar at Barangaroo is part of our ongoing commitment to innovation and continuous improvement, but we want to emphasise that this remains a focused trial. It’s a learning opportunity, not a major strategic pivot. Our overarching focus remains firmly on delivering value to customers through our Dan Murphy’s and BWS businesses, which is the heart of what we do.
The Cellar is a tightly scoped trial, with plans to open just 2-3 more stores over the course of the year. This is not about creating a new retail brand or shifting focus away from our core brands. Instead, it’s about learning
“It’s about leveraging our loyalty platforms, and the My Dan’s member program is phenomenal.”
how to better service premium customers and using those insights to inform our broader strategy.
Q. What excites you most about this new ecosystem?
We’ve always had great premium assets across the Group, and we’ve always talked about making the most of their combined potential. Now, it feels like we’re on the right track, and
Growing a successful future
Fourth generation grower, George Kidman shares his family’s enduring partnership with us which sees his quality grapes crafted into delicious Wines our customers love.
Left to right - Sid, Vinnie (top), Camilla & George.
George Kidman
Based in South Australia’s renowned Coonawarra Wine region, the Kidman family recognised the untapped potential in their terra rossa soil and transitioned from tending sheep to vines.
Third generation farmer Sid Kidman planted vines on the family property in 1971 – a venture made possible through a partnership with Dan Murphy himself – and over the decades the family has cultivated varietals including Cabernet Sauvignon, Shiraz, Riesling and Sauvignon Blanc.
Now, through a long-standing partnership with Endeavour Group, his son George Kidman supplies all his grapes to Pinnacle Drinks to produce a distinct range of Wines from this globally renowned region.
Q. Can you share how the partnership with your father and Dan Murphy came about? Was his decision to plant grapes in 1971 influenced by the relationship?
The partnership certainly played a vital role in shaping our family’s journey into grape growing. Back in 1971, it was Dad and my grandfather Ken who made the decision to plant vineyards on Limestone Ridge Estate, and it was largely due to Dan Murphy’s involvement.
At the time, our property was a sheep and cattle farm, and the idea of planting vineyards was a big leap. But Dan was in the region, looking to invest in vineyards, and through a friend of a friend, he connected with Dad and Grandpa. It was one of those chance meetings that ended up changing everything.
Dan Murphy was a very astute and driven businessman. Dan talked about his clear vision for the style of wine he wanted,
“It was one of those chance meetings that ended up changing everything.”
and that he wasn’t afraid to push for it. Although, I was told often that those early days were tough. There were plenty of challenging conversations between them, and they didn’t always see eye to eye. But Dan’s influence gave Dad and Grandpa the confidence to move forward with the plantings, which were the first vineyards in northern Coonawarra, just five minutes from the township. They planted Cabernet, Shiraz, and even a 20acre Riesling block, which was right next to the Limestone Ridge homestead.
One story about Dan that really stands out to me is from a few years later, in 1974, when Mum and Dad got married. Dan gave them an around-the-world ticket as a wedding gift for their honeymoon. Even though he was a tough man in business, that gesture showed another side of him – his generosity and thoughtfulness.
I was born in 1981, so I never had the chance to meet Dan myself, but his impact on our family is undeniable. Those early years were formative. Dad often talked about how much he had to learn on the job – both in the vineyard and the winery. He wasn’t a formally trained winemaker, but he worked incredibly hard, leaning on experience, friends in the industry, and, of course, Dan’s input. Dan was very hands-on, especially in the beginning. He was particular about the quality and style of Wine, and while that created pressure, it also set a standard that pushed us to deliver.
Q. Over the years, how have you seen the partnership with Endeavour Group, particularly through Dorrien Estate Winery, evolve?
It started around 30 years ago when we began selling fruit to Dorrien Estate Winery in Nuriootpa. Back then, the Wine industry was in a different place, and the relationship was forged through connections Dad had built with winemakers and grape buyers during the 80s, 90s and early 2000s. Those early years really set the foundation for our partnership.
Over time, we’ve seen a lot of changes in the corporate structure. Dorrien was part of Fosters, before becoming part of Endeavour
Group through Woolworths. Despite the shifts and the people involved, the philosophy behind the relationship has remained the same – trust and a shared focus on quality. It’s been a constant through all the changes, and I think that’s why the partnership has endured.
One of the things that has been remarkable is how supportive the team at Dorrien have been. For example, in recent years, we’ve been reworking some of our older vineyards – pulling out tired vines and replanting to ensure we can keep producing top-quality fruit. That process takes time, and it means there are periods where we’re not producing as much. But Chris Timms and the team have worked with us through that, offering longer-term contracts to help us re-establish those
“Despite the shifts and the people involved, the philosophy behind the relationship has remained the same – trust and a shared focus on quality.”
vineyards. It’s those kinds of collaborations that strengthen the relationship and make it more than just a business transaction.
We’ve also been fortunate to see the fruit we grow go into labels like Riddoch, which have been successful for Endeavour Group. Knowing that our hard work in the vineyard is contributing to Wines that people enjoy and that perform well in the market is incredibly rewarding.
Looking back, I think the partnership has come full circle in many ways and we feel incredibly fortunate to have that support, particularly in an industry that’s had its challenges over the years.
Q. How has your family’s business evolved over the generations, and what are some key milestones?
It all started back in 1926 when my great-grandfather, Sydney Kidman, purchased Limestone Ridge Estate. Back then, it was a sheep and cattle farm, which remained the focus of the property for decades. It wasn’t until 1971 that we diversified into grape growing – a huge turning point for our family.
Dad worked incredibly hard in those early years, managing both the vineyards and the winery, all while still running the sheep and cattle operation. I have fond memories of riding out on the slow tractor with him as a kid, watching him juggle everything. There were even plans for a winery to be built at the Limestone Ridge homestead, though that never eventuated.
In the 1990s, the business hit a bit of a rough patch, and the vineyards were sold off during a downturn in the industry. It was during this time that Mum and Dad decided to purchase a smaller, 20-acre vineyard near our house, which became the foundation for Kidman Wines. That was another milestone because it marked a shift to a more family-focused business, where we could grow grapes and produce our own label. However, when Dad got sick in 2015 or 2016, we made the decision to step back from producing Wine under our own label and focused instead on growing high-quality fruit for others.
Reworking the vineyard has been another significant chapter. Some of our vines are now over 50 years old and past their prime, so we’ve been pulling out and replanting sections to ensure the longevity of the vineyard.
My wife, who’s a doctor of viticulture, plays a key role in managing the vineyard now, while Dad is still very much involved, even at 74. It’s been a journey of adapting, learning, and building on the foundations laid by the generations before me.
“It’s those kinds of collaborations that strengthen the relationship and make it more than just a business transaction.”
Q. What sustainable practices have you implemented in your vineyards, and why are they important for your business and the environment?
For us, it’s not just about growing great grapes today – it’s about ensuring that future generations can continue to farm this land and produce high-quality fruit. That long-term thinking is why we’ve implemented several sustainable practices across our vineyard operations.
One of the key areas we focus on is water management. We’re lucky to have a good water allocation, but we’re extremely careful not to overuse it. We monitor soil moisture levels both above and below ground to make sure the vines are getting just the right amount of water – enough to keep them healthy but also to create the right level of stress for producing high-quality fruit. Overwatering can lead to weaker vines and lower-quality grapes, so it’s about finding that balance. Another practice we’re committed to is minimising chemical use and we try to be as careful as we can with what we apply to the vines. For example, we only use insecticides or fungicides when absolutely necessary, and even then, we aim to keep it to a minimum.
Hand pruning is another part of our approach. It allows us to control the tonnage and really grow for quality rather than quantity.
Beyond the vineyard, wool production is another great sustainable product that ties into our family’s long history of farming. We’re constantly looking for ways to improve and ensure that what we’re doing now is setting up the property for the future.
At the end of the day, sustainability is about responsibility. We’ve been farming Limestone Ridge since 1926, and every decision we make is about ensuring that this land can keep producing for the next 100 years. It’s a challenge, but it’s also a privilege to be part of such a legacy.
Q. What makes the Coonawarra region unique for grape growing and winemaking?
It really is a combination of the land, the climate, and the people. Our vineyards sit on terra rossa soil, which is such a key feature of the region. That soil, along with the microclimates we have here, creates the perfect conditions for varieties like Cabernet and Shiraz. One of the biggest advantages we have is experiencing four distinct seasons. Right now, for example, we’re having a dry, hot summer, which the vines love because we can carefully control their moisture levels. Then, as we move closer to autumn, we get those cool nights – that’s when the vines do most of their growing, and the complexity in the fruit really starts to develop.
Winter is just as important for us because of the rainfall. There’s no substitute for natural rainfall to recharge the soil, and that seasonal cycle is what helps us produce such consistently high-quality grapes. Another strength of Coonawarra is that our climate means we don’t face as much disease pressure as other regions, which makes it easier to grow grapes with less stress on the vines. But what really makes Coonawarra special is the people. The wineries and vineyards bring in such a variety of people to the region. You’ve got old families like ours that have been here for generations, and then you’ve got new people coming in all the time, whether it’s through tourism or working in the Wine industry. It’s not a stagnant farming community – there’s always something happening, and that creates such a vibrant and dynamic place to live and work.
Q. What are your plans for the future of your business, especially in terms of growth and innovation?
Right now, we’re in a bit of a consolidation phase because we’ve expanded not that long ago, and a big focus has been reworking our vineyards. Some of the vines, especially on the Riesling block, are over 50 years old and are reaching the end of their productive life. That block will come out soon, and we’ll need to decide what to replant. It’s a big decision because while it’s tempting to try something new, like adding a different grape variety, at the end of the day, we’ll likely stick with what we know works – Cabernet and Shiraz. Those varieties have been the backbone of Coonawarra and are consistently in demand.
“What really makes Coonawarra special is the people... It’s not a stagnant farming community –there’s always something happening.”
Ultimately, my focus is on building on the foundations. Whether it’s reworking the vineyard, exploring new opportunities, or continuing to grow top-quality fruit, it’s all about ensuring the business is sustainable, adaptable, and ready for whatever comes next.
James Marinelli, Head of Category Strategy and Insights
Canyou believe another Christmas has come and gone? Neither can we, so in this issue we want to give you a chance to dive deeper into the Christmas period and understand the key categories and customers which make this period so important to the industry.
We see a trend towards Liquor shoppers leaving their purchases to the last minute, with Christmas Eve a key trading day for our stores. This last minute shopping trend is even more pronounced in the younger generations, with Millennials and Gen Z making up a greater percentage of customers during the week of Christmas.
This year we saw some great growth within a number of our sub-categories, with Australians choosing Liquor for both self consumption and also gifting.
Insights Report
As a whole Australians spend over $20B on gifting throughout the year, of which Liquor plays a key role. We know this because 1 in 10 of our customers purchase a gift bag from our stores at some point during the year. This demonstrates that the role of gifting in Liquor is not just limited to Christmas, but plays out across all parts of the year. Yes, we see a spike in traditional gifting occasions like Father’s Day - but our customers also like to gift Liquor for birthdays, house warmings and countless other occasions.
While many of the longer-term category trends played out in the sales results, we saw some new trends emerge this Christmas, and while macro factors contributed to a slow start, there was much to celebrate this festive season. In this edition’s Insights Report, we dive into the specifics of category performance, generational shopping habits, and gifting trends that shaped the holiday sales period.
Happy reading!
- James
45 A merry Christmas for our categories
Let’s look back at our busiest trading period.
51 The season to remember in our pubs
There’s a reason Australians love to celebrate at our venues.
57 Close up on Gifting
What do our customers choose for those who mean the most?
A merry Christmas for our categories
We take a look back at the Christmas trading period, with a focus on what and how our customers chose to shop with us.
Overall performance
Against a backdrop of cost of living pressures and a disrupted lead into the season, Christmas and New Years’ finished strong with yet another record breaking final two weeks of the year. All generations contributed to success in the month of December however it was Gen Z that led the charge. Younger Millennials still continue to trail behind other cohorts, with the impacts
A closer look at sub-category
All categories experienced positive momentum in December with the exception of Spirits which was disproportionately impacted by supply disruption compared to other categories. While all categories experienced improvement in growth trajectory during December following the previous 13 weeks, the uptick of Wine was particularly impressive. In what is turning into a Christmas custom, we saw a shift in customer preferences trending sub-categories like Premix Vodka, Sparkling Wine, Mid-strength Beer, Low Carb Beer and White Wine continued to perform well, we saw the re-emergence of some old favourites growing sub-categories.
When do customers shop for Christmas?
As customers age, they tend to get more planned in their purchase behaviours and this is also evident at Christmas. During the lead up to the big day, sales are dominated by older generations (Older Millennials, Generation X, Baby Boomers and Traditionalists) with their share of sales peaking to 80% of sales one week out. And while all customer cohorts continue to show week on week sales growth right up until Christmas day, younger generations dramatically step up their shops in the week of Christmas with sales share peaking at 41%.
This shift in generational performance affects category share during Christmas, particularly for products that perform well in more social occasions and gifting. Notably, sales share for Spirits and Premix saw a five-point increase in the final week.
Younger generations are waiting until the last minute
Category share of sales
Category Overview
Wine Beer Spirits Premix
• Wine’s focus on recruitment showed positive results as Wine was the fastest growing category for Gen Z this Christmas.
• Flavoured, lighter styles and effervescent Wines driving growth.
• Mindful choices were front of mind with Mid-strength, Low Carb and Non Alc sub-categories growing.
Customers showed signs of value seeking as Block Format grew, gaining share within Beer.
Stout was the fastest growing sub-category at over 30%.
• Spritz blitz! - Limoncello and Apertivs drove impressive growth.
• Agave had a very successful Christmas growing both sales and customers.
• Declines primarily driven by Whiskey and Gin Spritz
• Bagnum 1.5L
• Pinot Gris / Grigio
Cab Sauv Blends
• Prosecco
• Spritzer
• Customers opted for 4 and 10 packs over the Christmas period, with multipacks growing +2.4% vs prior year, whilst cases had declined -2.3%.
Growth delivered by some select brands within the Category.
• Shiraz Blends Shiraz
• Sauv Blanc
• Cask 4&5L
• Pinot Noir
• Champagne - Vintage
Mid Strength Beer
• Low Carb Beer
• Stout emium Beer - Australian
• Flavoured Beer Agave
• Premium Beer International Full Strength Beer
• Ginger Beer
• Craft Beer International
• Light Beer
• Vodka
• Apéritifs & Digestifs Liqueurs Liquor - Miniatures
• World Spirits
• North American Whisky
Premix - Vodka
• Premix - Whisky
• Whisky Gin
• Pre Batch Cocktail
• Brandy
• Rum
• No Alcohol Spirits
• Premix Drinks - Bourbon
Premix Drinks - Seltzer
• Premix Drinks - Gin
• Premix Drinks - Rum
Premix Drinks - Others
• Premix - No Alcohol
Christmas Day: Does the day of week matter?
Absolutely.
Not surprisingly, the day of the week that Christmas Day falls on impacts the shape of sales. Historically, when Christmas falls on a weekday, we see a sharp increase in sales on Christmas Eve. In 2025, Christmas Eve falls on a Wednesdayso our prediction is that Christmas Eve this year will be a record breaker.
A FESTIVE SEASON TO REMEMBER IN ALH PUBS
We’ve just been through one of the biggest periods in the ALH calendar, and this Christmas and New Year’s season our pubs were at the heart of Australia’s celebrations.
From long lunches with family and friends to countdowns at midnight, thousands of guests chose to spend their holidays with us, making it a season to remember.
Christmas Day: A record-breaking celebration
Christmas in an ALH pub is about more than just great food and drinks - it’s about creating pub experiences locals love. This year, 43,000 guests celebrated Christmas Day across 270 venues, with over 2,000 team members working behind the scenes to make it happen.
It was also a huge trading period, with:
• Record-breaking Christmas Day sales across our pubs.
• The busiest bar trade on record happened on the Friday before Christmas.
• Our biggest-ever accommodation week, with 5,000 guests staying overnight on New Year’s Eve.
And when it comes to what was on the menu, the numbers speak for themselves:
• 4.5 million beers poured in December - enough schooners to stretch from Melbourne to Adelaide.
• 180,000 cocktails served, with Aperol Spritz and Long Island Iced Teas leading the charge.
• 12,000kg of prawns were ordered for Christmas Day feasts.
Every ALH venue plays a role in creating unforgettable Christmas moments, but some standout efforts included The Ranch (NSW), which welcomed over 400 guests, and The Newmarket Hotel (QLD), which had just reopened after renovations and still managed to host 300 guests for a festive feast.
New Year’s Eve: A big night, done right
Across the country, ALH venues set the stage for an unforgettable start to 2025. Nearly 6,000 people attended ticketed events, with more than 5,000 bottles of champagne popped as the clock struck midnight.
Some of the biggest celebrations included:
• Magnums Hotel in Airlie Beach (QLD), which turned NYE into a four-day festival with DJs, foam parties, and live music.
• North Wollongong Open Air Festival (NSW), where 3,000 guests partied across a huge multi-act lineup.
Whether it was a massive countdown party or a casual toast with locals, our venues delivered the perfect way for guests to ring in the new year.
pub+ delivers in its first festive season
2024 was a milestone year for ALH with the launch of pub+, and the festive season was a huge moment for the program. With 120,000 unique active members using it in December and 968,000 transactions recorded, pub+ has quickly become a game-changer, allowing us to connect with guests in new and meaningful ways.
Santa Fest: A tradition grows
For over three decades, Santa Fest in Wollongong (NSW) has been a holiday staple, and this year was special for two reasons. Not only did the North Gong Santa Fest return for its 31st year, but we also launched the first-ever Western Sydney Santa Fest (WSSF), expanding the tradition to even more communities.
“Our venues delivered the perfect way for guests to ring in the new year.”
WSSF brought Christmas cheer to four ALH NSW venues, with live entertainment, food and drink specials, and a Santa Fest Passport that encouraged guests to visit multiple venues and earn a chance to win $1,000 for themselves and $1,000 for a local charity.
By the end of the day, over $5,000 had been donated to local causes, including the Luke Priddis Foundation. Seeing Santa Fest grow into new regions was one of the biggest highlights of the season for the team, and it’s just the beginning.
“pub+ has quickly become a game-changer, allowing us to connect with guests in new and meaningful ways.”
Our numbers at a glance
• 43,000 guests celebrated Christmas Day at 270 venues, supported by 2,000+ team members.
• Record-breaking sales on Christmas Day and the busiest bar trade ever on the Friday before Christmas.
Looking ahead: How can suppliers get involved?
The festive season continues to be one of the biggest trading periods in the ALH calendar, offering plenty of opportunities for suppliers to activate their brands in our venues. Those interested in collaborating for Christmas and New Year’s can reach out to merchandisingteam@alhgroup.com.au to discuss how to get involved.
As we move into 2025, one thing is clear - ALH venues remain at the heart of how Australians celebrate. Here’s to another big year ahead!
• 5,000 guests stayed overnight during our biggest-ever accommodation week on NYE.
• 4.5 million beers poured in December – enough schooners to stretch from Melbourne to Adelaide.
• 180,000 cocktails served –Aperol Spritz and Long Island Iced Teas were the top picks.
New Year’s Eve
• 6,000 guests joined ticketed events.
• 5,000+ bottles of champagne popped at midnight.
pub+
• 120,000 members used pub+ in December.
• 968,000 transactions recorded.
• Magnums Hotel (QLD) threw a 4-day festival with DJs, foam parties, and live music.
Santa Fest
• 31 years of Santa Fest in Wollongong (NSW).
• First-ever Western Sydney Santa Fest launched across 4 venues.
• 12,000kg of prawns served up for Christmas feasts.
• Venue standouts: The Ranch (NSW) hosted 400+ guests, and The Newmarket Hotel (QLD) welcomed 300 guests after reopening.
• North Wollongong Open Air Festival (NSW) saw 3,000 guests at a massive multi-act event.
• Over $5,000 donated to local charities, including the Luke Priddis Foundation..
A close up on gifting
As a critical opportunity to engage with our customers, Gifting remains a focus for us. We chat to our Heads of Category about what’s on their minds for this year’s Gifting lines.
While it goes without saying that it plays a major role throughout Christmas, Gifting is of critical importance to the liquor industry all year round. It’s estimated that Australians spend close to over $20 billion on gifting throughout the year with liquor a favourite choice amongst gift-givers.
It is disproportionately important to Dan Murphy’s too. Gifting missions in Dan’s throughout December almost double when compared to other months - which is likely driven by Dan’s extensive range, availability and customer service. Customers can confidently visit Dan’s knowing that they will be able to pick up the right Gift no matter the occasion or recipient.
For this reason, you will continue to see Gifting called out as a strategic pillar across the Wine, Spirits and Dan Murphy’s customer Jobs to be Done.
$12B
Estimated spend on total gifting during Christmas
30% of customers claimed to purchase alcohol as a gift this Christmas.
Gifting peaks at Christmas
Dans % of buying a gift for someone as main reason for shopping
Gifting missions double for Dan’s in December versus baseline.
Gifting in our categories
Beer & Cider
While Beer and Cider doesn’t immediately spring to mind as a category that has a major focus on Gifting, it does present an opportunity to drive some impulse sales. We had some learnings this year, for example, mixing different sub-categories like Cider, Beer and Ginger didn’t really get a lot of traction but we absolutely loved the idea of testing innovative ideas.
The team is excited to really dial up the “collectability” of seasonal packs to drive value beyond price.
Some thoughts starters include:
• Mixed brewery showcase: A handpicked selection from a number of breweries, giving customers a taste of different styles.
• Personalised Beer box: Customisable cans or labels or a “pick your own six-pack” concept.
• A time capsule: A set of retro-branded cans, with a booklet detailing their brewing history.
• Contextually relevant, branded gift with purchases: Highly desirable and rare branded merchandise that links with your brand proposition.
Gill Webb Head of Endeavour Beer & Cider
Commercial Wine
Premium Red Wine, Champagne and Sparkling continue to dominate the Gifting purchases of our customers across both Dan’s and BWS. With the growth in the Wine category continuing to come from lighter, more approachable styles, it becomes increasingly critical for the Gift offer available to mirror these consumer changes to ensure the Wine category remains a giftable category particularly for the MilZ cohort.
This year we will be looking for Gifting lines to cover not only traditional segments such as Champagne and Shiraz, but also include limited offerings in high growth segments such as Spritz, Flavoured Wines and Emerging Reds. We are always on the look for lines that are:
• Disruptive: this could be bottle shape, label, or limited edition collaborations etc.
• Limited, Premium, Collectable: for our engaged or discerning customers.
• All sizes: both single serve and Magnums provide our customers with unique options to Gift from Kris Kringle to the centre pieces of Christmas lunch.
• Gift boxes: We know that our customers love to gift Wine in boxes as they are easier to wrap.
Leigh Firkin Head of Endeavour Commercial Wine
Spirits
Christmas is a critical time for Gifting in our category and we need to keep ideas fresh and enticing each year. We’re particularly interested in:
• Complete Cocktail solutions: Curated sets with everything customers need to create festive cocktails. Let’s get creative on themes too!
• Unique and limited edition products: Exclusive occasionthemed flavors and packaging that generate excitement and a sense of urgency for customers. Think liquid and packaging here.
Fine Wine
In addition to the points Leigh raised which also hold true for our Fine Wine Portfolio, we are starting to see the steady rise of Premium Chardonnay and Pinot Noir which may prompt us to think about how we can proactively promote these products as gifting options when the gifting space has traditionally been driven by heavier Reds and Champagnes.
Andrew Shedden GM of Premium & Luxury
Sarah Hall Head of Endeavour Spirits & Premix
• Effortless entertaining: Items that simplify hosting and create memorable experiences for customers.
• Liqueur tasting packs: Smaller format bottles or curated selections of Liqueurs, ideal for customer discovery such as themed packs.
• Innovative packaging: Visually appealing and/or reusable packaging for our standard product range, refreshed seasonally or for special occasions like Christmas.
Premix
Slightly different to Spirits, Premix is yet to really establish itself as a Gifting category. We see it as an opportunity to excite and delight customers during Gifting occasions. Some ideas could include:
• Unique: event driven or festive flavours.
• Event inspired formats: mixed 10 packs for both gifting and grab & go sharing.
• Packaging: soft changes to drive collectability and inspire gifting. This could be as simple as a ‘To: From:’ tag added to an existing customer favourite mixed pack.
Key Gifting sub-categories
Looking at basket affinities between sub-categories and gift bags can also help us understand the categories most likely to be gifted. For example, Champagne has the highest likelihood of to appear in the same transaction as a gift bag or box than any other sub-category, four times more likely than Whisky, and Gin as the third highest.
Sub-category x Gift Bag Cross Shop by Index
Champagne
Whisky Gin
Pre Batch Cocktail
Agave
Sparkling Wine
Red Wine
Liqueurs
World Spirits
Rose Wine
North American Whisky
Gifting occasion spotlights
Christmas
Last year, Gen Z had the highest over-index with Gifting occasions this Christmas, followed by Gen X.
Gifting Index vs Total EDG Sales
Split by Generation | 4 weeks to Xmas
Mother’s Day
While Australians might not typically tend towards Liquor in their first instance for mum on her special day, 1 in 10 customers will shop the Category.
Unlike Father’s Day, where Whisky and Bourbon top the choices for Gifts, we see customers opt for Wine most often for Mother’s Day.
Father’s Day
We see a difference in shopping behaviour between our generations Gen X and Older Millennials will start shopping earlier, whilst Gen Z and Younger Millennials are more likely to leave it to the last minute.
Generation Over-Under Index By Week
Total Liquor Sales | Total EDG
In the News
$5 million milestone in donations to GIVIT
Endeavour Group has reached a remarkable milestone, donating more than $5 million to GIVIT since the partnership began in 2020. The funds, raised through customer and team member contributions, have been used to support Australians experiencing hardship, providing essential goods and services to those who need them most.
Through fundraising efforts across our brands – including Dan Murphy’s, BWS, and Pinnacle Drinks – we have been able to support GIVIT’s work with over 4,700 charities and community organisations nationwide.
GIVIT CEO Chris Staines expressed gratitude for the partnership, saying, “GIVIT is extremely grateful for the ongoing support we receive from Endeavour Group and its customers.”
“This milestone means so much to the GIVIT team, our charity partners and recipients of these donations who all benefit from this
valuable partnership. Donations of essential goods and services, no matter how big or small, can change the life of a person experiencing hardship.
Endeavour Group’s CEO and Managing Director, Steve Donohue, added, “It’s incredible to see how much of a difference we’ve been able to make together with GIVIT, our customers, and our team. Hitting $5 million in donations is something we’re really proud of, but it’s also a reminder of just how tough things are for so many people out there. Whether it’s helping families rebuild after a natural disaster or providing essentials for someone going through a rough patch, it’s amazing to know that these donations are having a real impact.”
Both Endeavour Group and GIVIT remain committed to supporting Australians in need and making a positive imprint on communities across the country.
10 Years of supporting the Midsumma Festival
This year, Dan Murphy’s is beaming with pride as they celebrate 10 incredible years of supporting Melbourne’s iconic Midsummer Festival - a true testament to our long-standing commitment to the LGBTQ+ community.
At the vibrant Dan’s Diner, the team poured complimentary zero-alcohol cocktails from Lyre’s Spirit Co, CAPI, and Squealing Pig, served alongside our legendary Dan’s Hot Dogs - all with a side of love, joy, and a whole lot of colour!
Here’s to creating safe, inclusive spaces that bring people together and celebrating the diversity that makes our communities shine. Cheers to 10 years!
Parma for a Farmer: Supporting Aussie Farmers
In partnership with Rural Aid, ALH Hotels launched a fundraising campaign to support Aussie farmers facing ongoing challenges. During February, $1 from every Parma sold at one of its 350+ pubs was donated to Rural Aid, to raise muchneeded funds for our mates in the bush.
Rural Aid CEO Mr John Warlters said Rural Aid is extremely grateful for the continued support of businesses like ALH Hotels.
“The funds raised will go a long way in providing much-needed assistance to farmers and their families, who are facing some of the toughest times of their lives. Every dollar donated makes a difference in the lives of those who feed and sustain our nation. This campaign will help fund vital services such as mental health support, water delivery, and financial assistance, ensuring that our farmers can continue to thrive,” he said.
Lukas McKay, General Manager of Operations at ALH Hotels, said he was proud to partner with Rural Aid once again to support our Aussie farmers.
“Last year we were able to raise $154,770 through the initiative and we are determined to go even bigger this year with the help of our suppliers who have once again donated an incredible $50,000 to kick us off.”
Throughout February, diners were encouraged to visit their local ALH Hotel to enjoy a Parma, with $1 from each Parma sold going directly to Rural Aid. Direct donations to Rural Aid were also encouraged, with every contribution helping to sustain the efforts that keep our farmers going strong.
MixIn: bringing your brand to life at Dan Murphy’s with Magic Moments
Magic Moments are MixIn’s signature store takeovers, where the Dan Murphy’s tasting bar is transformed into an immersive brand experience. By showcasing a single brand, we create a vibrant space that invites customers to sample your product in an engaging and memorable way.
A huge shoutout to the many suppliers for their recent partnership with MixIn in supporting the Australian Open! Your activations were fantastic examples of how Magic Moments can boost brand awareness and drive in-store conversions.
Whether you’re launching a new product, sponsoring a major event, or simply looking to elevate your in-store presence, reach out to MixIn at hello@ mixin.com.au to discover how we can help your brand stand out!
Mermaid Waters Hotel unveils a fresh coastal vibe
The beloved pub formerly known as Lonestar Tavern has undergone a stunning transformation, emerging as Mermaid Waters Hotel, blending modern elegance with a relaxed coastal charm.
As part of the repositioning, the venue now includes a revamped gaming and sports bar experience with premium finishes and expanded screens to ensure guests can enjoy an immersive sports viewing experience.
Beyond the bar upgrades, the entire venue has been redesigned to embrace a softer, more inviting aesthetic, with the pool and accommodation reception area also undergoing a refresh to enhance the guest experience.
Alongside the new name and branding, Mermaid Waters Hotel has also introduced fresh menus and updated team uniforms, reinforcing its new identity in the community.
A heritage-inspired transformation hits Newmarket Hotel
The Newmarket Hotel has unveiled a recent renewal, blending its rich heritage with contemporary flair. Drawing inspiration from the venue’s original architectural features, the redesign pays homage to its history while also delivering a fresh and modern experience for our guests.
The new mezzanine bar space is a key highlight, created by converting the former office area into a sprawling 350sqm level that enhances both capacity and atmosphere. The Hotel’s branding has also been refreshed, taking cues from the iconic lead lighting behind the bar.
Engagement Windows: Getting your products in front of our teams
Engagement Windows are a time that our Category Managers have set aside to review product submissions. During the submission review, they will work with you on the correct instore date based on product availability. You can review Engagement Window timings at any time within the Supplier Dashboard.
We also encourage you to continue to share any of your most exciting and innovative
products with your Category Managers as they are developed, even if outside of a published Engagement Window. To submit these products please complete the New Product Submission form.
Please note that Engagement Window timings may change based on alterations to our ranging plans.
When are the Engagement Windows for my Category?
Find out when to submit your products by viewing the Engagement Windows on our Supplier Dashboard
How do I submit products outside of these Windows?
To submit a product outside of our Engagement Windows please fill out our New Product Submission form
Name
Leadership Team
Position
Tim Carroll Director - Merchandise & Buying
Nikki Bull
Beer & Cider
tim.carroll@edg.com.au
General Manager - Merchandise Operations & Transformation nikki.bull@edg.com.au
Gill Webb Head of Beer & Cider gill.webb@edg.com.au
Stephanie Petracca
Jody Liddle
Fernando Fernandes
Hugh Smith
Mathew Allen
Category Manager, Trading - Beer & Cider (BWS)
stephanie.petracca@edg.com.au
Category Manager, Trading - Beer & Cider (Dan Murphy’s) jody.liddle@edg.com.au
Category Manager, Range - Commercial, Craft, Local & Cider
fernando.fernandes@edg.com.au
Assistant Category Manager, Range - Local Craft Beer & Cider (EG) hugh.smith@edg.com.au
Category Manager, Strategy and Innovation - Beer & Cider mathew.allen@edg.com.au
Spirits & Premix
Name
Sarah Hall
Georgia Stott
Calum Susko
Hamish Fyfe
Finlay Gustus
Vacant
Edward Cass
Complementary Categories
Wine Commercial
Lance Friedman
Leigh Firkin
Mathew Young
Joe Armstrong
Ben Lafford
Darren Leivers
Tim Yu
Andrew Shedden
Ian Wolfe
Wine Fine Wine
Rob Aitken
Nick Rose
Ramon Gunasekara
Position
Head of Spirits & Premix sarah.hall3@edg.com.au
Category Manager, Trading - Glass & Premix (Dan Murphy’s) georgia.stott@edg.com.au
Category Manager, Trading - Glass & Premix (BWS) calum.susko@edg.com.au
Category Manager, Range - Dark Spirits (EG) hamish.fyfe@edg.com.au
Category Manager, Range - Light Spirits (EG) finlay.gustus@edg.com.au
Category Manager, Range - Premix (EG)
Assistant Category Manager, RangeLocal Spirits & Premix (EG) edward.cass@edg.com.au
Category Manager, Complementary Categories (EG) lance.friedman@edg.com.au
Head of Commercial Wine leigh.firkin@edg.com.au
Category Manager - White, Rose, Zero Alc, Cask & Bagnums (BWS) mathew.young@edg.com.au
Category Manager - Red, Fortified, Champagne & Sparkling (BWS) joe.armstrong@edg.com.au
Category Manager, Red Wine & Cellar (Dan Murphy’s) ben.lafford@edg.com.au
Category Manager - White, Rose, Zero Alc, Cask & Bagnums (Dan Murphy's) darren.leivers@edg.com.au
Category Manager, Champagne, Sparkling & Fortified Wine (Dan Murphy’s) tim.yu@edg.com.au
General Manager - Endeavour Premium & Luxury andrew.shedden@edg.com.au
Category Manager (EG) - WA & SA ian.wolfe@edg.com.au
Category Manager (EG)NSW, VIC, QLD & TAS
rob.aitken@edg.com.au
Category Manager (EG) - Imported Wine nick.rose@edg.com.au
Senior Category ManagerLANGTONS ramon.gunasekara@langtons.com.au
Name
Position
Email eCommerce Team
Alex Schutt Category Manager, eCommerce (DM’s) alex.schutt@edg.com.au
Michael Vagli Category Manager, eCommerce (BWS) michael.vagli@edg.com.au
Martyn Raab General Manager - Retail Media martyn.raab@edg.com.au
Hayley Robinson Head of Sales Strategy - Retail Media hayley.clarke@edg.com.au
Billy Ryan Retail Media Products & Brand Manager billy.ryan@edg.com.au
MixIn by Endeavour
ALH Hotels
Rhiannon Hart Production & Compliance Manager rhiannon.hart@danmurphys.com.au
Tom Rogers Group Retail Media Manager Premix & Spirits tom.rogers@edg.com.au
Kylie Cooper Group Retail Media Manager, Beer & Wine kylie.cooper@edg.com.au
Michael McPherson Head of Beverages michael.mcpherson@alhgroup.com.au
Darren McKenzie Category Manager, Trade darren.mckenzie@edg.com.au
Ryan Kimball Category Manager, Range ryan.kimball@edg.com.au
ALH Merchandise Team merchandisingteam@alhgroup.com.au
Merchandise Assistants
Merchandise Assistants egmerchassist@edg.com.au Marketplace
Team partner@endeavourmarketplace.com.au
product.data@edg.com.au
EDITION 1
MARCH 2021
Feature articles
• It’s a generational thing
EDITION 2
JULY 2021
Feature articles
• Get to know our premium customers
• Low and no goes mainstream
EDITION 3
OCTOBER 2021
Feature articles
• Peek into the future with leading trends
• Interview with Claire Smith, Director endeavourX
EDITION 5
MARCH 2022
Feature articles
• A Christmas retrospective
• Innovation within industry
EDITION 4
DECEMBER 2021
Feature articles
• Making magic with Marketplace
• Building social brands
EDITION 6
JUNE 2022
Feature articles
• Supplier of the Year Award winners and finalists
• Insights Report: Moderation
EDITION 7
• MixIn: Our retail media business
• Christmas F22: Predictions
EDITION 8 DECEMBER 2022
Feature articles
• Introducing Dan’s Daily
• Why sustainability matters more than ever
EDITION 9
MARCH 2023
Feature articles
• Rethinking retail through design
• Investing in our hotels
Read Now
EDITION 11
SEPTEMBER 2023
Feature articles
• Find out how our categories scored in F23
• How to prepare for Xmas
EDITION 10
JUNE 2023
Feature articles
• Celebrating our Suppliers of the year
• Importance of media
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EDITION 13
MARCH 2024
Feature articles
• Behind the scenes of the Premix Range Review
• Insights Report: Christmas
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EDITION 15
SEPTEMBER 2024
Feature articles
• Supplier of the Year Awards
• Category Insights: F24 in Review
EDITION 12
DECEMBER 2023
Feature articles
• BWS delivers on Ultra Convenience
• Key to Dan’s ecommerce strategy
EDITION 14
JUNE 2024
Feature articles
• Inside the BWS Cool Room
• Insights Report: Category Deep Dives
EDITION 16
DECEMBER 2024
Feature articles
• Hear from ALH on summer drinking
• Category Insights: A Decade in Review
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