Shorty’s Liquor has officially ceased trading this week as part of a strategic move by Endeavour Group to consolidate its Business-to-Business (B2B) services under the Dan Murphy’s B2B banner.
This change simplifies Endeavour’s B2B model, offering customers a unified platform that includes Dan’s Gifting Hub, Weddings & Events, and corporate e-commerce delivery. The transition marks the end of an era for Shorty’s Liquor as an independent entity but paves the way for expanded offerings and continued service through Dan Murphy’s B2B.
Shorty’s Liquor has long been known for its exceptional service and premium product selection, with a loyal customer base spanning corporate industry, including financial services, legal, and advertising.
In a farewell message on LinkedIn, the company expressed deep gratitude to its customers, partners, and team.
“While this is a bittersweet moment, we want to take this opportunity to express our deepest gratitude to our incredible customers, partners, and team members who have supported us along the way,” the statement read.
“From all of us at Shorty’s Liquor – thank you. It’s been an incredible journey, and we couldn’t have done it without you.”
Following Endeavour Group’s acquisition of a majority stake in Shorty’s Liquor in January 2020, the company saw significant potential for growth in the B2B sector.
The partnership between Shorty’s founder David Short and Endeavour Drinks aimed to expand Shorty’s footprint across major Australian cities, including Melbourne and Brisbane. Now, with Shorty’s Liquor fully integrated into Dan Murphy’s B2B platform, the company will continue to serve its corporate clients while offering an even wider selection of products and services.
An Endeavour Group spokesperson told National Liquor News: “Endeavour Group has made the decision to consolidate its Business-to-Business (B2B) services under the Dan Murphy’s B2B banner. This change simplifies our B2B model, allowing us to better serve customers with a unified offering that includes Dan’s Gifting Hub, Weddings & Events, and corporate e-commerce delivery.”
Reflecting on Shorty’s impact, the spokesperson added, “Shorty’s Liquor has played a vital role in shaping our B2B capabilities, and we thank founder David Short and the team for their contributions. The Shorty’s team will work closely with Dan Murphy’s B2B to ensure a smooth transition, with proactive support for customers regarding orders, exchanges, and deliveries.”
While the closure of Shorty’s Liquor as a standalone brand is a significant milestone, the integration into Dan Murphy’s B2B marks a natural evolution for the company and its clients. Customers can continue to expect the same high-quality service and support they’ve come to know, now under the Dan Murphy’s name.
As Endeavour Group works to consolidate its B2B offerings, the transition ensures that Shorty’s loyal customers will continue to benefit from enhanced service, broader product options, and streamlined solutions as the company positions itself to lead the evolving B2B liquor market.