Dan Murphy’s has been named Australia’s Liquor Store of the Year for 2025 in the Roy Morgan ‘Best of the Best’ Awards for Customer Satisfaction. It’s the third consecutive win for the retailer.
The winners of the Roy Morgan Customer Satisfaction Awards are determined by data from Roy Morgan’s Single Source survey compiled from in-depth interviews with over 60,000 consumers from all around Australia.
Dan Murphy’s achieved a satisfaction score of 96% and was in third place in the overall scores, behind Lexus and Aussie Broadband. It was Lexus’ third time taking out the top Roy Morgan ‘Best of the Best’ Customer Satisfaction Award, with a record high customer satisfaction rating of 98.2%.
“This is such an incredible honour for all of us at Dan Murphy’s, and it means the world to know that Australians value what we do,” said Dan Murphy’s Managing Director Agi Pfeiffer-Smith.
“Every day, our team strives to create great experiences – whether it’s helping customers discover something new or making their shopping easy and enjoyable.
“To be named Liquor Store of the Year is a reflection of our team’s passion and the trust our customers place in us.
“My Dan’s has more than five million active members with a scan rate of more than 80%, which demonstrates the incredible engagement we have with our customer base, and our unwavering commitment to meeting their needs.
“Thank you to everyone who has supported us and we honestly love getting up each day to do what we do.”
Of the 38 award winners, 26 are repeat winners backing up from a victory a year ago. The repeat winners included 15 with a perfect record of 12 monthly wins including Dan Murphy’s, RAC, Up, Singapore Airlines, Red Energy, Supercheap Auto, Chemist Warehouse, Suzanne Grae, Big W, The Reject Shop, JB Hi-Fi, Bunnings Warehouse, Rebel Sport, ALDI and Subway.
Roy Morgan CEO Michele Levine said: “Roy Morgan Customer Satisfaction Awards honour the Australian businesses who deliver continuously on their social contract with every customer.
“These awards bring together more than 300 of Australia’s most well-known companies competing in 38 categories for the Roy Morgan Customer Satisfaction Awards.
“While the data scientists at Roy Morgan collect and collate the data on a continuous basis, it is the customers of the more than 300 companies involved that provide their feedback and judge these companies with their honest, unvarnished opinions to an independent and trusted research company.
“This is the key factor that makes these awards so meaningful and highly valued.
“The data that underpins the Roy Morgan Customer Satisfaction Awards comes from real people telling us how they feel about the brands and companies they interact with. They do so via our Single Source survey, for which we interview over 60,000 Australian people each year across the nation.
“This massive study provides an accurate, independent and objective measure of how people feel about the companies they give their business to.
“We ask respondents to tell us which companies they deal with in different categories and then to rate how satisfied they are with each. Each month we calculate monthly Customer Satisfaction winners in each of the categories as the year unfolds, and the annual award goes to the company with the most monthly wins. Simple.
“Roy Morgan’s Annual Customer Satisfaction Awards are the gold standard in identifying the companies and brands that stay ahead of the pack by knowing what their customers want and delivering it on a consistent basis.
“A look at the year’s customer satisfaction winners shows … there were 15 businesses that aced their customer satisfaction by winning all 12 months, including well-known retailers Rebel Sport, Supercheap Auto, Chemist Warehouse, Bunnings Warehouse, The Reject Shop, Big W, Dan Murphys, Suzanne Grae, JB Hi-Fi and ALDI.”
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