Alcohol giant Dan Murphy’s has launched a huge change in its business with the first images revealing a new twist.
One of Australia’s biggest liquor purveyors, Dan Murphy’s, has launched its very first bar, but there’s a little something extra.
The bar, located in the seaside suburb of Hampton in Melbourne’s south, will serve over 30 soft drinks, as well as a range of over 200 non-alcoholic products for buy and take away.
All drinks on offer will contain 0.5% alcohol or less, the idea coming after sales of non-alcoholic drinks at Dan Murphy increased by more than 100% in the past two years.
“Australians are embracing non-alcoholic beverages more than ever, but for those still hesitant, ZERO% is the place to experience what is arguably the hottest drink trend right now in a contemporary setting,” said Alex Freudmann, managing director of Dan Murphy. noted.
This exciting new concept looks like your everyday bar, with comfortable seating, mood lighting, bartenders and a welcoming environment.
Customers can choose from draft or canned beers starting at $2.99, including local beers like Urban Alley Pale Ale and Mornington Free Pale Ale, 11 different wines by the glass starting at $5 a glass, and a range of cocktails as well as premixed drinks. Snacks are available, but patrons are also encouraged to order their own food delivery to enjoy at the bar.
Soft drinks now compete with well-established categories such as aperitifs and international craft beers in terms of sales share.
“Customers always come to Dan Murphy for social occasions, whether it’s barbecues, dinners or celebrations, and increasingly for these occasions they are looking to include non-alcoholic options, which is part of a broader tendency to drink less, but better,” said Freudmann.
“We think it’s great that more Australians than ever are drinking responsibly, which is why we want to look at and support this big trend,” Mr Freudmann said.
Last year, Dan Murphy’s almost tripled the number of non-alcoholic products in its line.
According to statistics from the Australian Institute of Health and Wellbeing, young drinkers are drinking more responsibly than any previous generation, with 62% consuming four or fewer standard drinks on one occasion per month in 2019. against 49% in 2001.
According to ABS figures published last week, 18-24 year olds appear to be the generation of moderation.
“The emerging range of zero-content products enables consumers to make healthier and safer consumption choices. Raising awareness of these alternatives will help Australians reduce their alcohol consumption and continue the trend of responsible drinking and moderation,” said DrinkWise CEO Simon Strahan.
ZERO% is open 7 days a week and runs until the end of June.