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Aussies Last Minute Rush for Christmas Drinks
Champagne, cider and craft beer predicted to be the hot sellers
Dan Murphy’s predicts Australians will be toasting Christmas Day 2012 with a range of drinks.
As Australia’s largest liquor retailer gears up for its biggest day of the year, it is predicting traditional favourites like Champagne and beer will be served alongside relative new comers like spiced rum and alcoholic ginger beer.
Dan Murphy’s National Merchandise Manager, Steve Donohue says Australians will be celebrating in style – but once again have left purchasing to the last possible minute.
“Christmas Eve is always Dan Murphy’s busiest trading day. 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, it seems Australians are content to leave their drinks purchases to last call.”
He says new arrivals to the Christmas drinks hot list in 2012 are alcoholic ginger beer, cider and Prosecco. Dan Murphy’s has experienced a staggering 200% increase in cider sales in the past two years. According to Nielsen sales data until the end of October 2012, cider sales have grown by $235m 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. #
To ensure everyone can purchase their Christmas supplies in time all Dan Murphy’s staff work in store on Christmas Eve, with the retailer’s 160 stores open until 9pm.
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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.