Dan Murphy’s aims to dominate wine subscription market with new brand, Dan Picked

The liquor retailer is targeting trendy consumers keen to up their wine game with the launch of a new subscription service called Dan Picked.

Dan Murphy’s is aiming to dominate the wine subscription market in Australia, launching its new brand Dan Picked targeting millennial and Gen Z consumers looking to enjoy a curated wine experience.

The service will offer wine delivered every two months, curated by the Dan Murphy’s wine team with six-bottle cases priced at $99, $129 and $159, with free shipping.

Dan Murphy’s managing director Alex Freudmann said the subscription market was quite fragmented, but they estimated it to be worth about $200m.

The new service will sit alongside the current Cellarmasters wine subscription division, also owned by Dan Murphy’s parent company Endeavour Group, which Mr Freudmann said was already the market leader in the subscription space.

Mr Freudmann said the Dan Murphy’s wine team “probably understands the palate of Australian customers better than anyone else’’.

“This is the same team that’s sourcing the more than 12,000 wines that we have in our range,’’ he said.

Mr Freudmann said all of Dan Murphy’s wines were tasted by the wine team before being stocked and Dan’s had the largest wine library in Australia to choose from.

The company also had the benefit of insights gleaned form the six million members of the My Dan’s loyalty scheme.

“In Dan Picked we’re bringing all of that expertise together,’’ he said.

“I’d say it’s targeted at millennials and Gen Zs, but it’s also going to appeal to older customers as well.’’

Mr Freudmann said the younger demographic was demonstrating that it was “drinking better” and taking more of an interest in the wine they were drinking and where it came from.

“The way the boxes are curated is really demystifying, particularly for those age groups, you’re removing a lot of the roadblocks and the traditional language around how wine is traditionally sold.’’

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The cases will include six bottles including one “wildcard” bottle, aimed at expanding consumers’ wine knowledge and palate.

They will also include tasting notes and food matches, and the branding reflects the millennial focus, with case names including “Offbeat Mixtape” which includes newer types of sparkling wine like ‘pet nat’ (Petillant Naturel) and organic wines, the Barossa Valley-focused “Red Giants” and “Pinot and Friends”.

“The reason we’ve built them around those sorts of missions is we know people have those missions in mind when they’re coming to shop with us, so it takes the effort out,’’ Mr Freudmann said.

He said he had himself been introduced to the Spanish mencia varietal which was an example of a wildcard wine which would be new to many drinkers.

“It’s a way we can provide safe discovery, introducing you to something you might like but might not have tried before,’’ Mr Freudmann said.

Mr Freudmann said assessing the size of the market was somewhat difficult as it was very fragmented but Dan Murphy’s had assessed it at $200m, “And we’re aiming to be the lead player in that market.’’

Financial accountant Sam French said the service was great, because he was a “huge wine enthusiast, but ... no expert’’.

“I’m always the guy asking around the office on what drop to pair my girlfriend and I’s special date night,’’ he said.

“Or I’m always going in-store to get the best recommendation from the experts. I’ll be signing up for Dan Picked as I trust they’ll take my personal preferences and deliver me a box that’s pretty on point.’’

The service is live now.

Originally published as Dan Murphy’s aims to dominate wine subscription market with new brand, Dan Picked