The results of the annual OC&C Strategy Consultant’s 2025 Retail Proposition Index show shopper confidence in Dan Murphy’s has fallen in the past 12 months.
OC&C Strategy Consultants Australia asked 5078 Australian shoppers for their attitudes towards 100 retailers, with whom they had shopped with in the previous three months, split across 16 categories. Now in its fifth year, the RPI reflects how shoppers reward retailers based on trust, clarity of proposition and perceived value for money.
Dan Murphy’s has been number one since OC&C first launched RPI in Australia in 2021. This year, the retailer continued to win on cross-category leaderboards including Reliability and Product Quality however, OC&C said its grip on the liquor retail category was slipping.
Australian shoppers reduced their score for Dan Murphy’s across key metrics including product variety, product suitability and reliability (-4 points across all categories).
OCC&C said the findings were positive for Coles as it retires Vintage Cellars and First Choice and converting stores to Liquorland Cellars and Liquorland Warehouse, with a national rollout due to complete by year end 2025.
OC&C Strategy Consultants Australia Managing Partner Jeremy Barker said: “Last year we saw ‘corner ‑ shop values’ return as trust in the majors frayed. With inflation and interest rates easing, Australians are backing their power to choose rather than buying out of necessity and brands that have specialist propositions, rather than just being ‘big and available’, are winning.”
“Brand trust is still the best guarantee of long term market share, and shoppers make it clear that fair prices, reliable products, and honest communication, particularly about pricing, are what win their loyalty. The high ranking retailers are those that make these elements central to their proposition, rather than just talking the talk.
“Dan Murphy’s remains the liquor benchmark, but competitors are catching up on trust, variety and product suitability.
“Our data suggested they’ve over‑emphasised owned and exclusive labels at the expense of the big brands younger drinkers want, particularly in beer and premix. Dan’s could have a real fight on its hands in 2026 as Liquorland re-organises and we expect this battle to centre on curation, convenience and culture as much as everyday price.”