Alex Freudmann

Endeavour Group has announced the resignation of Alex Freudmann, Managing Director of Dan Murphy’s.

Freudmann joined Dan Murphy’s as Managing Director at the end of 2019 and has been at the helm of the retail brand during the pandemic and the Endeavour Group demerger from Woolworths Group last year.

Endeavour Group Managing Director and CEO, Steve Donohue, said Freudmann has played an integral role in the success of Dan Murphy’s during such pivotal times.

“Since joining Dan Murphy’s, Alex has not only helped to successfully navigate the business through an incredibly disruptive two years during the COVID pandemic, he has been instrumental in driving the innovation and modernisation now synonymous with the Dan Murphy’s brand,” said Donohue.

“Under Alex’s leadership, the Dan Murphy’s team has regained its position as trend leader in the industry. Alex has supported the creation of new store formats, and together with the endeavourX team, he has overseen Dan Murphy’s digital platforms become the ‘front door’ for customers.

“I sincerely thank Alex for his tremendous contribution. While we are disappointed at losing someone of his calibre, we understand Alex’s desire to return to the United Kingdom to be closer to family, particularly given the significant challenges of working abroad over recent years.”

Freudmann will stay on in the role for another six months while recruitment for his replacement is underway.

Commenting on his departure, Freudmann said: “It has been a privilege to lead an amazing team at Dan Murphy’s over the past two years and to have been a custodian of such a special brand.

“However, the time is now right for me to return home to the United Kingdom with my family, and to pursue other opportunities there. I believe I am leaving the Dan Murphy’s business in a position of strength and with an exciting future ahead.”

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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