Booze giant Dan Murphy’s to open alcohol free bar in Melbourne

The liquor giant will open its first ever bar in this bayside suburb next week— without a drop of alcohol on the menu.

Dan Murphy’s is opening its first bar and there won’t be a drop of alcohol in sight.

The nation’s best-known booze retailer will next week open its first ever bar in the Melbourne bayside suburb of Hampton.

The bar, to be branded Zero% by Dan Murphy’s, will serve as a “new home of discovery” for non-alcoholic cocktails, beers and wine.

Patrons will be able to enjoy zero-alcohol drinks seven days a week and shop a range of more than 200 products they can then take home.

Dan Murphy’s managing director Alex Freudmann said the bar, which will operate until the end of June, has been designed with “customer and discovery” at its heart.

Dan Murphy's is opening an alcohol-free bar.

“The aim of our Zero% bar is to create a destination where customers can discover the great quality and variety of the new wave of non-alcoholic drinks,” Mr Freudmann said.

“Zero% is in the middle of a vibrant high street, and it’s the perfect place to stop by for a lunchtime drink or after work with friends.”

Demand for non-alcoholic beverages – mocktails and alcohol free beer and wine – is booming as drinkers look to cut down their consumption amid health concerns.

Zero% will serve non-alcoholic cocktails, wine and beer.

Sales of zero alcohol drinks at Dan Murphy’s have more than doubled over the past two years.

The drinks giant has shifted zero and low-alcohol drink displays to the front of its stores in a number of locations as it trials ways to promote the segment to customers.

“Customers are increasingly choosing to drink less but better and we are committed to giving them access and knowledge to make responsible lifestyle choices,” Mr Freudmann said.

Dan Murphy’s managing director Alex Freudmann.

Research commissioned by DrinkWise shows interest in zero alcoholic drinks is led by younger Australians.

“The trend is clearly being led by Australians aged 18-44 years, who are twice as likely to consume zero and low-strength alcohol consumption than those over 45 years,” DrinkWise chief executive Simon Strahan said.

There are 251 Dan Murphy’s located across Australia, including 77 in Victoria.

The chain is owned by Endeavour Group which also operates the BWS liquor retail chain which spans 1392 outlets.

Endeavour Group is the nation’s biggest liquor retailer.