One of Australia’s biggest alcohol chains, Dan Murphy’s, is opening the doors to its very first bar and bottle shop in Melbourne’s south.
Situated in the heart of Melbourne’s bayside suburb of Hampton, the bar will be a stand-alone, fully fitted out bar where customers can be served drinks with less alcohol.
All drinks on offer will contain 0.5 per cent alcohol or less, with the bar set to open from next week.
The new venture comes after sales of alcohol-free drinks at Dan Murphy’s increased by more than 100 per cent in the past two years.
“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.
The ZERO% by Dan Murphy’s bar has been six months in the works and is in the newly developed Hampton Hill precinct.
Patrons can choose from a wide menu of zero alcoholic beers and wines by the glass, with a mixologist creating a bespoke cocktail menu, including negronis and mojitos. The bar will also be hosting free tasting sessions in partnership with leading local producers.
“It has been designed with the customer and discovery at heart,” Mr Freudmann said.
“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.
“Customers are increasingly choosing to drink less but better, and we are committed to giving them access and knowledge to make rexjmtzywsponsible 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.
“Zoomers and millennials are driving the growth in the category.”
According to independent research commissioned by DrinkWise, the interest in non-alcoholic drinks is led by younger Australians.
Around 32 per cent of those surveyed reported that their alcohol consumption had decreased since the pandemic, with low-strength and zero-alcohol products part of the reason.
“The trend is clearly being led by Australians aged 18-44 years who are twice as likely to consume zero and low-strength alcohol consumption than those over 45 years,” DrinkWise chief executive Simon Strahan said.
ZERO% opens its doors next week, will be open seven days a week and operating until the end of June.
