Dan Murphy’s Melbourne bar ZERO% serves only non-alcoholic drinks.
NO AND LOW-ALCOHOL
From zero to hero It’s one of the fastest growing categories at Dan Murphy’s and has inspired its first-ever foray into hospitality. We take a look at the liquor giant’s ZERO% strategy and the rise of non-alc across the categories. ZERO% BY Dan Murphy’s is the alcohol
fastest growing categories, with sales
responsibly, which is why we want to lean
retail giant’s first bar which, since opening
more than doubling in the last two years.
into and support this great trend.”
in March, has been serving non-alcoholic
In fact, non-alcoholic drinks are
The response to ZERO% had been
drinks only to patrons 18 and over and
now competing with well-established
great so far, Freudmann told Australian
will do so until the end of June.
categories such as aperitifs and
Hotelier. “This is a first for us; it’s the first
international craft beers in terms of share
time we’ve created a bar and a store in
of sale, the retailer says.
one, and even more excitingly, it’s the first
Patrons can choose from a broad beverage menu including non-alc beer on tap or can from $2.99, eleven different
“Australians are embracing zero
wines by the glass from $5 per glass, and
alcoholic beverages more than ever
a range of cocktails and premix drinks.
before, but for those who are still hesitant,
The bar includes a bottle shop
time we’ve created a destination with zero alcohol products only. “We’ve noted that more than half the
ZERO% is the perfect place to discover
sales at ZERO% are coming from the bar,
featuring a range of more than 200 non-
what is undoubtedly the hottest drinks
so people appear to be really embracing
alcoholic products and is open seven
trend at the moment in a contemporary
the chance to try the new wave of zero
days a week in the heart of Melbourne’s
setting,” Dan Murphy’s MD Alex
alc drinks.
bayside suburb Hampton.
Freudmann said at ZERO% launch.
According to the liquor giant, zero
“We think it’s great that more
alcohol drinks have become one of its
Australians than ever are drinking
16 | Australian Hotelier
“This is very much an experiment for us, so we will watch and learn how ZERO% performs over the coming weeks.”
