Dan Murphy’s is celebrating the 10-year anniversary of one of Australia’s largest loyalty programs, My Dan’s, which has now reached 5.5 million active members.
When My Dan’s first launched in 2015, 11 stores hosted events, and today, more than 1200 events attract 20,000 attendees each year. Over the years, scan rates have increased from 23 per cent in 2015 to 83 per cent in 2025, with customers typically averaging $15 in benefits each time they shop.
And it’s not just customers getting value out of the program, Dan Murphy’s has observed an uptick in spending among My Dan’s members, whose average basket spend is double that of non-members.
Reflecting on a decade of the loyalty program, Agi Pfeiffer-Smith, Managing Director of Dan Murphy’s, says: “It’s our way of saying thank you to our customers and offering them something truly special. Whether that’s access to exclusive member offers, priority access to limited edition pre-orders or exclusive invites to member-only events.
“Low prices are in our DNA, and combining our Lowest Liquor Price Guarantee with the benefits of My Dan’s ensures our members get more – more of our great value, range and service.”
Over the years, tastes of rewards members have changed, with top products like Oyster Bay Sauvignon Blanc and Pepperjack Shiraz in 2015 making way for new favourites like De Bortoli Prosecco and Zoncello Limoncello Spritz, which now top the list.
Since the launch of My Dan’s, members have received exclusive access to limited-edition pre-order products, including the Glenlivet Single Cask, which was the first pre-order product made available in 2025. Marking the milestone, Dan Murphy’s continues to generate new offers and benefits for members, launching its ‘Here’s to 10 Years’ campaign to coincide with celebrations.
In 2025, the liquor retailer also celebrates a return to its original Chapel Street location in Prahran Arcade, Melbourne, where Daniel Murphy opened his first store in 1952.
Pfeiffer-Smith stated: “Prahran Arcade on Chapel Street is where it all began for our brand. This year, we’re not only honouring our founder’s vision, but also celebrating the loyalty of millions of Australians who continue to make Dan Muprhy’s a part of their everyday occasions.”
Although the iconic Prahran Cellar returned to its original location in 2016, which Murphy had first created when he knocked through a wall into a neighbouring basement, the adjoining Dan Murphy’s store now follows in its footsteps as it returns to the historic shopping arcade.
“This is a full-circle moment for us. It’s a chance to honour where we’ve come from while continuing to inspire loyalty across generations,” Pfeiffer-Smith added.
“The Dan Murphy’s store has always been about more than just selling drinks – it’s about creating connections and inspiring loyalty. Whether it’s the nostalgia of returning to the original Chapel Street store or the success of My Dan’s, the brand’s heart remains firmly rooted in putting customers first.”