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Consumers more likely to buy a drop where they grocery shop

Source: Roy Morgan Single Source (Australia), Apr 2012 – Mar 2013 n=19,908; Base: Australians 18+
Dan Murphy’s aren’t lying when they call themselves Australia’s favourite liquor store: more customers (15% of Aussies aged 18+) shop there in an average four-week period than at any other liquor store, well ahead of Liquorland (9%), Woolworths Liquor (8%) and First Choice (4%).

However, it seems that where we buy our groceries also influences where we buy our favourite tipple — and not just when the supermarket is attached to an associated liquor store. The latest results from Roy Morgan Single Source reveal that Woolworths supermarket shoppers tend to be more loyal not only to Woolworths Liquor but also to Dan Murphy’s (also owned by Woollies), while Coles shoppers are more likely to buy their booze at either Liquorland or Coles-owned First Choice Liquor.

Groceries and grog: how Australians’ supermarket preferences impact on their liquor purchases


Source: Roy Morgan Single Source (Australia), Apr 2012 – Mar 2013 n=19,908; Base: Australians 18+

Warren Reid, Group Account Manager, Roy Morgan Research, says:

“Until fairly recently, Dan Murphy’s was unique in what it offered the wine connoisseur and bulk liquor-buying public, due to its size, value and reputation. Then along came First Choice Liquor, with a similar retail offering.

“The synergies between both retailers, from above-the-line advertising to supply chain, are also very similar. Both are owned by Australia’s largest supermarket chains — Dan Murphy’s by Woolworths, and First Choice by Coles — who realise that influencing purchasing decisions across grocery and alcohol categories is a valuable way of growing customer numbers and building loyalty.

“Both supermarket chains already have strong loyalty across their supermarkets and bottle shops through their localised liquor outlets, Liquorland and Woolworths Liquor.

“However, unlike those stores, Dan Murphy’s and First Choice are generally located some distance from their supermarket kin — but distinct preferences for their respective supermarket parents still exist. The loyalty cards and associated cross-channel marketing programs appear to be working well for both retail groups, with Coles doing marginally better than Woolworths at building loyalty across their liquor retail group.”

Click here to view our extensive range of Liquor retail store profiles, including Liquorland, Woolworths Liquor, Aldi, First Choice and Dan Murphy’s,  as well as Liquor retailing currency report and more.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

For comments or more information please contact:

Warren Reid

Group Account Manager, Consumer Products

Office:  +61 (3) 9224 5161


About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%