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Dan Murphy’s a “category killer”

Dan-Murphys1Data released by Roy Morgan this week shows a growing number of Australian alcohol buyers believe some liquor retailers are better than others.

In 2006, 56 per cent of Australians who purchased alcohol in an average four-week period believed that all liquor stores were about the same.

By September 2015, this figure had dropped to 47 per cent. In this time, figures also grew for those those that felt one liquor store stood out above the rest.

Among Australian alcohol-buyers in 2015 that felt two or three stores were better than others, 78 per cent nominated Dan Murphy’s ahead of BWS, Liqourland and 1st Choice. The Woolworth’s-owned chain was also a crowd favourite among those who said ‘one store is the very best’.

“These latest findings confirm what our recent report on the Australian liquor retail market suggested: that Dan Murphy’s dominates the market to such an extent that it can be considered a category killer,” said Andrew Price, General Manager – Consumer Products at Roy Morgan Research.

“Not only does Dan Murphy’s lead the field in terms of total dollars spent on alcohol in an average seven days, and in terms of customer satisfaction, it is also front and centre of consumers’ consciousness.”

Price said that other retailers seeking a higher profile or better public image have their work cut out for them.

“That’s not to say the challenge is insurmountable, but without a detailed understanding of their target consumers – spanning everything from demographics, attitudes, motivations and media consumption habits and a communications strategy tailored accordingly, it will certainly be an uphill battle,” he said.

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