What Australians Will Be Celebrating With This Christmas

Dan Murphy’s predictions for our top tipples in 2012 .......
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Drink Trends


South Melbourne - Victoria - Australia

Dec. 10, 2012 - PRLog -- Media Release          December 2012

Dan Murphy’s predicts Australians will be toasting the festive season with a broad range of drinks in 2012. From Champagne to sangria, craft beer to spiced rum, we’re celebrating in style – but we will still leave our purchasing to the last possible minute.

New arrivals to the Christmas drinks hot list this year are alcoholic ginger beer, cider and Prosecco.  Adam Jenkins, Dan Murphy’s Merchandise Manager, says they have experienced a staggering 200% increase in cider sales in the past two years.  According to a recent Nielsen report, cider sales have experienced a considerable $235m growth in Australia# in the five years to 2012.

“I think the increase in popularity of ciders is that they're easy-drinking, refreshing and in most instances the perfect match for the Australian climate and lifestyle – in short, they just taste good!” says Jenkins.

“We’re also seeing increased interest in contemporary spirits such as spiced rum and flavoured liqueurs, both for gifting and consumption over the festive season,” continued Jenkins.  Supporting this prediction, Nielsen’s report highlights that spirit sales have garnered 44% of all retail value growth over the past five years, driven through premium products including flavoured vodkas, bourbons and rums. #

“Historically, 24 December is Dan Murphy’s busiest trading day of the year.  Whether it’s because people are leaving their Christmas planning until the last minute, or they simply don’t have the storage space at home at this time of year, it seems Australians are content to leave their drinks purchases to last call.”

“This year, we are making Christmas planning easier on shoppers by offering a range of purchasing options, be it in-store, online or over the phone. This month Dan Murphy’s launched a national ‘Click & Collect’ online service, which combines the best aspects of online and in-store shopping. Shoppers can place their order online, and then pick it up at a time, date and location that suits their busy schedules.”

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For more information and images please contact:

Phoebe Jamieson, Dig Marketing Group 0451 971 979 phoebe@digmarketing.com.au

Nicola McConnell, Dig Marketing Group 03 8606 3700 nicola@digmarketing.com.au

About Dan Murphy’s

Since opening its first store in 1952, Dan Murphy’s has grown into Australia’s leading liquor retail outlet with more than 160 stores. Every Dan Murphy’s store carries more than 3,000 spirits, beers, and wines. Whatever you’re looking for you’ll find it at Dan Murphy’s, and you’ll find an experienced, passionate Fine Wine Manager to help you select the perfect wine. In 2012 Dan Murphy’s was named BRW Outstanding Retailer of the Year in recognition of its innovation and customer service. In the spirit of that award late in 2012 Dan Murphy’s launched Click & Collect giving shoppers the ability to place orders online to collect from store with a two hour turn around.

# M.Walton, Executive Director, Nielsen Pacific: ’A Turning Point, The Change Agenda for Australian Wine Consumers’, October 2012
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Tags:Drink Trends, Christmas
Location:South Melbourne - Victoria - Australia
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