As we approach International Women’s Day 2025, we are reminded of the importance of accelerating action for gender equality. The global theme for this year, ‘Accelerate Action,’ challenges us to take decisive and swift steps toward achieving gender parity, which, at the current rate of progress, will not be reached until 2158. This year, we’re celebrating exceptional women in the liquor industry who are not just breaking barriers but demonstrate what it means to not only challenge the status quo but to forge new paths forward for others to follow.
Through this special edition of National Liquor News Leaders, we shine a spotlight on women who are shaping the future of the liquor industry.
Here we speak with Imogen Murphy, General Manager of Thirstville in Marrickville, who shares her journey of creating a unique bottle shop and bar, and her success in the industry. As Thirstville celebrated its first birthday in late 2024, Murphy reflected on the journey so far.
“One of the biggest highlights has been the way we’ve been received by the Marrickville community,” she says. “When we opened, I was a bit unsure if we were trendy enough for the area, but the people here have really embraced us.”
Building strong relationships with the local community has been one of the most rewarding aspects of her first year. However, the first year wasn’t without its challenges. With the broader liquor industry experiencing a slowdown in 2024, sales didn’t grow as expected.
“We definitely saw a drop in sales industry-wide, which slowed our growth,” admits Murphy. “But we were lucky to have a dual-licence model – while retail sales were slower, we had our bar customers to keep morale up.”
Murphy draws on her extensive experience at Dan Murphy’s and an independent liquor store to guide Thirstville’s operations.
“Dan Murphy’s taught me the importance of systems and processes,” she explains.
“But running an independent store like Thirstville gives us more autonomy to cater to our customers’ needs.”
Imogen Murphy, General Manager, Thirstville
Creating a third space for the community
Thirstville isn’t just a bottle shop – it’s a space for people to relax and connect. Murphy and her husband wanted to create a “third space,” a place beyond home and work where the community could unwind.
“We completely reworked the layout to make it open, clean, and airy,” she says. “It’s a space where people can grab a drink, relax, and connect with others.”
That culture of connection extends to the store’s unique atmosphere, which is very community-based – whether in pyjamas or ball gowns, everyone is welcome at Thirstville.
“We have bench seating that encourages conversation. It’s not unusual for customers to meet and bond over shared interests.”
Events and masterclasses at Thirstville
Thirstville is dedicated to offering more than just a place to buy drinks – it’s about creating unique experiences for the community. In 2025, the venue will host a series of exciting events, including wine and sake masterclasses with local producers, DJ sessions for a relaxed Sunday vibe, and quirky competitions like its Lasagna Wars. Murphy is also thrilled to offer classes with experts like the Deputy Chair of the Australian Sake Sommelier Association, bringing a deeper appreciation for quality products to her customers.
Winning recognition and looking forward
Murphy’s dedication to Thirstville was recognised when she won the inaugural Best Liquor Retail Manager award at the 2024 Australian Liquor Industry Awards.
“To get that recognition so early in our journey was incredibly humbling. It’s a reminder to keep believing in ourselves.”
Imogen Murphy, General Manager, Thirstville
“I was gobsmacked when I won,” she says.
Looking ahead, Murphy is excited for 2025. She plans to host more community-driven events, such as wine and sake tastings, DJ sessions, and fun local competitions like the popular “Lasagna Wars”.
“It’s about bringing people together and having fun in a way that feels personal,” says Murphy. “We want to showcase the hard work behind the products we sell.”
With a strong first year and a clear vision for the future, Murphy is set to continue Thirstville’s success as a beloved local hub.
This article originally appeared in the 2025 Industry Leaders Forum edition of National Liquor News.