Dan Murphy’s may be one of the largest alcohol retailers in Australia, but the brand has set their sites on sober patrons, announcing the arrival of their first bar that only sells drinks containing 0.5 per cent alcohol or less.
Dan Murphy’s have announced that the new venture ZERO%, is located in Hampton, Melbourne, and will be a bar and bottle shop. The venue is set to open it’s doors next week and will be the first bar launched by the brand.
“ZERO% is in the middle of a vibrant high street, and it’s the perfect place to stop by for a lunchtime drink or after work with friends, ” Dan Murphy’s managing director Alex Freudmann said.
“It has been designed with the customer and discovery at heart,” he added.
“The aim of our bar is to create a destination where customers can discover the great quality and variety of the new wave of non-alcoholic drinks.
The surprising news comes with Dan Murphy’s sharing that their sales of alcohol-free drinks have increased by more than 100 per cent in the past two years.
“Customers are increasingly choosing to drink less but better, and we are committed to giving them access and knowledge to make responsible lifestyle choices. We are the biggest retailer when it comes to low and zero-alcohol options, and we want to continue to lead in this space,” Freudmann said.
He added: “Zoomers and millennials are driving the growth in the category.”
Dan Murphy’s have a “low and zero alcohol” beverage section on their website which contains a choice of 489 items. Some of the options include ‘Heaps Normal Quiet XPA Cans 375mL’ which cost $61.99 for a case and ‘Ginologist London Dry Alcohol Free Small Batch Gin 750mL’ which costs $56.95 per bottle.
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