In any given week, 1.2 million Australians (representative of 23.9 per cent of total alcohol-buyers) are choosing to shop at Dan Murphy’s, spending an average of $67 each purchase (representative of 26.3 per cent share of total dollars spent on alcohol during an average seven-day period).”
Falling only shortly behind Dan Murphy’s is BWS. The latest figures show 1.1 million people are visiting BWS stores each week, who also represent 17.9 per cent of the total weekly liquor spend.
General Manager – Consumer Products at Roy Morgan Research, Andrew Price said: “These latest alcohol findings will come as very good news to Woolworths Limited, which owns both Dan Murphy’s and BWS. With its enormous, well-stocked stores, low-price policy and strong online presence, Dan Murphy’s also happens to be the current Liquor Store of the Month in the Roy Morgan Customer Satisfaction Awards. Clearly the chain is ticking all the right boxes among Australia’s alcohol buyers, who not only flock there in droves but rack up one of the higher average weekly spends.
“BWS serves a different purpose, being geared more towards convenience with its stores located adjacent to Woolworths supermarkets. It is interesting to note that Woolworths also has a finger in the wine club pie with Cellarmasters, one of the country’s top online wine stores.”
“With its three very different liquor retail offerings, Woolworths seems well positioned to thrive in this competitive market even as the proportion of Australians drinking and buying alcohol continues to decline”, Price added.
Liquorland (10.8 per cent of total market dollars), 1st Choice (6.3 per cent) and wine clubs such as Cellarmasters and the Wine Society (4.8 per cent) complete the top five liquor retailers with respect to market-share size.
But while wine clubs may only represent less than 5 per cent of total market dollars, they account for the fifth greatest portion of total dollars spent. Customers at wine clubs according to Roy Morgan are spending on average $194 a week. Used by 74,000 Australian adults in an average seven days, these online retailers tend to specialise in bulk sales (Eg. cases of wine) rather than spontaneous one-off purchases.
The opposite pattern is true of ALDI Liquor, which attracts the fifth-highest number of shoppers in any given seven days (251,000), but only 2.2 per cent of total dollars spent due to their customers’ low average spend ($26) and the low prices of ALDI Liquor’s products.
