Dan Murphy’s accelerates online with new gifting hub

October 25, 2021
By Ioni Doherty

This month Dan Murphy will launch its online gifting hub with Australian-first technology enabling businesses to gift hundreds of clients, staff and friends within minutes, with a one-click upload of recipient lists.

With more than 300 drink ‘hampers’ or packages to choose from, the Gifting Hub offers more than just booze in a box. The packs are meticulously designed and curated and most are exclusive to the Hub. From blue-chip wine brands to grand marque Champagnes, craft spirits to beautifully wrapped hampers and milestone gifts categorised by year, there is truly something for everyone.

Dan Murphy’s has seen a doubling of online gifting in the past six months to the point where over one in ten Dan Murphy’s online orders are nominated as gifts[1].

A hunger for great online food and beverage options is not unique to Dan Murphy’s, with Australia Post reporting a 20 per cent increase on food and liquor online purchases compared to this time last year[2], with a likely increase for festive season. All signs also point to a larger-than-ever-before Christmas with August and September eCommerce already on par with Christmas 2020[3].

Dan Murphy’s Managing Director, Alex Freudmann, said: “The Dan Murphy’s Gifting Hub has been specifically designed to alleviate pain points in online gifting, with immense benefit for those who manage corporate gifting on a large scale.

“We are confident the combination of our drinks expertise, which has resulted in a wonderfully curated product range, plus the functionality, agility and features of this Hub will see online gifting in Australia revolutionised.”


Across a range of price points, wine gifts include hard-to-access back vintages, museum collections, rare wine flights or large format Champagne or wines. Highlights for wine fans include a mini vertical of Penfolds St Henri, Margaret River Cabernets, Museum Chardonnays, Big Barossa Reds and Riesling collections, plus Aussie wine classics such as Wynns Black Label, St Hugo, Yalumba Signature plus Penfolds Bin 28 and 407.

Not just any old wine boxes, these packs have been carefully curated by a team of Dan Murphy’s experts including Masters of Wine, Andrew Caillard and Annette Lacey who have also developed individual tasting notes for each wine, ‘when to drink’ guides and captured winemaker stories in letters accompanying each gift.

Andrew Caillard MW said: “The objective of the Gifting Hub is to make it the best of its kind and we will continue to expand with more back vintages, special rarities and fun things to drink.

“Our team have had access to Dan’s Murphy’s impressive cellar and also a remarkable list of imported wine. There are so many different selections to choose from and at every price point there is something that offers genuine value and difference.”


Spirit lovers are also catered for with a Glenlivit hamper, or a Martini Experience from Four Pillars Gin including glasses and olives, limited edition Lark Whiskies and many vintages of Armagnacs and Ports up to 80 years of age.


Personalise the gifts with video messages and include fun add-ons such as disposable cameras, Australian scented candles, or even a deck of cards and access to magic tricks via a QR code.

Whether it’s for anniversaries, birthdays or Christmas Day, shoppers can schedule their message well in advance or even at the last-minute: send a gift right up to, and even on, Christmas Day. The recipient gets joy in their inbox, can arrange for delivery at a time that suits them and can even send a personalised thank you video message back to the sender.

The Gifting Hub also features a corporate social responsibility partnership with Givit. Recipients who can’t (or prefer not to) accept gifts, can elect to donate the gift value to a range of charity partners with ease. Similarly, the value of any unclaimed gifts will be donated.

The Dan Murphy’s Gifting Hub launches in mid-October 2021, with new products being added regularly including six spirit Hampers from 1 November 2021. Prices start at $55, with packages up to $2,200+.

[1] Dan Murphy’s Australia statistics: 6.38% of Dan Murphy’s online orders were gifts (July 2020), 11.37% of Dan Murphy’s online orders were gifts (December 2020)

[2] Australia Post – Inside Australian Online Shopping eCommerce update released September 2021

[3] Australia Post – Inside Australian Online Shopping eCommerce update released September 2021

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