Non-alcoholic sales double in the past year for Dan Murphy’s and BWS

May 7, 2021
By Ioni Doherty

With the news this week that Australian born Lyre’s Spirits has been valued at $179 million and is on track to reach $62 million in annual sales, it is timely to consider the non-alc picture a little more broadly.

The Endeavour Group has released sales data today announcing that for retail outlets BWS and Dan Murphy’s, sales of non-alcoholic drinks have more than doubled in the past 12 months, and it is one of the fastest growing categories for the retailer.

The rise of non-alcoholic drinks is a reflection of a broader trend where consumers are choosing to drink less, but drink better. We expect this trend to continue,” said Endeavour Group’s Head of Merchandise Transformation, Bree Coleman. 

Sales of non-alcoholic beer, wine, cider, RTD and spirits have increased over 100 per cent in the last 12 months, with peaks during Christmas, the Australia Day weekend and Easter. BWS and Dan Murphy’s have increased their range of non-alcoholic drinks to meet the increasing demand.

“We’ve never had such a wide range of non-alcoholic and lower alcohol drinks in our stores. You can find anything from craft beer, Rosé and bubbles to craft gin and bourbon without any alcohol in it – and the quality is so good, you won’t be able to tell the difference!” Coleman said. 

Dan Murphy’s now has a range of almost 100 non-alcoholic products, which includes Australian products like McGuigan’s Zero wine-range, Lyre’s non-alcoholic spirit range and beer options like Nort from Modus Operandi from the Sydney’s Northern Beaches

“We are seeing some great innovation from Australian producers, who are creating delicious alcohol-free options for customers,” Coleman said. 

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