Dan Murphy’s has unveiled a new concept store in South Melbourne, with the innovative design set to roll out around the country.

Aside from the slick new look there’s also a stronger focus on in-store education and digital technology. Managing Director Alex Freudmann describes it as a “shrine to discovery” and says he’s “super proud of what the team has achieved”.

“It’s truly an end-to-end collaboration across Dan Murphy’s, Endeavour Group and hundreds of partners and suppliers,” he said.

Freudmann (above) added to The Australian: “This is exciting for us because this is definitely the future of Dan Murphy’s, this is the way Dan’s is going to look around the country in both new stores and existing stores that we refurbish.”

The move follows Endeavour Group announcing in February that total sales for HY21 increased by 19% to $5.7 billion. Woolworths Group also revealed the $10 billion spin-off of Endeavour, which was postponed last year due to the pandemic, was now expected by June.

Freudmann said he hopes there will soon be at least one Dan Murphy’s store operating under the new model in every state, with any new stores to also get the refit.

Each store will also be tailored to consumer tastes in that region. The South Melbourne store, for example, offers more than 450 different craft beers, all chilled.

“When choosing what to range in our stores, we use customers’ insights to handpick products that we know locals will love,” Freudmann said. “South Melbourne Dan Murphy’s has the widest selection of craft beer simply because we know locals are huge fans of craft beer.”

There are even fresh brews in growlers and squealers brewed the same week as they are sold in the store. About 30% of the beer range is made in Victoria, with many local breweries delivering their products directly to the store.

The store also features digital shelf labels that consumers can tap with their smartphones to get more product information or read customer reviews about a specific product.

Additionally, there’s a central area where customers can experience what Dan Murphy’s is calling “magic moments”, which include wine and spirit tastings, a merchant’s corner with recommendations from the store’s resident Wine Merchant and “micro-classes” hosted by in-store experts on everything from wine to beer and cocktails.

“We know that our customers want to discover and educate themselves about the world of drinks, but many are pressed for time,” Freudmann said.

“The micro-classes are perfect for customers who have 10-15 minutes spare while browsing the store. They don’t have to go through the hassle of booking in advance. Instead, these classes are on-demand so customers decide when it suits them.”

Take a look inside the store:

Jessica Eade, In Store Marketing Store Format Manager, added: “Working on Dan Murphy’s latest concept store at South Melbourne is up there as one of my career highlights.

It encapsulates everything Dan’s stands for. The most amazing craft and fine wine range, an outstandingly passionate team of experts and the brand expressions Dan himself set out to create years ago around value, discovery and convenience.

“From brief inception with 12 Studio and our amazing format design and innovations team to collaboration with every part of the Endeavour Group to bring it to life – the store team, ops, merch, marketing, ecomm, finance, insights, P&C and our agencies – it’s been a rewarding 12 months.

“Plus to think we did it all in the middle of a global pandemic, working remotely from home!”

You’ll find the South Melbourne store at 100 Market St, Southbank.