A legacy of loyalty: Dan Murphy’s celebrates 10 years of My Dan’s and over 70 years of history in Prahran

Dan Murphy’s is raising a glass to two major milestones in 2025: 10 years of its My Dan’s member program and a historic return to its original Chapel Street location in Prahran Arcade, where Dan Murphy himself opened the first store in 1952.

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“Prahran Arcade on Chapel Street is where it all began for our brand,” said Agi Pfeiffer-Smith, Dan Murphy’s Managing Director. “This year, we’re not only honoring our founder’s vision but also celebrating the loyalty of millions of Australians who continue to make Dan Murphy’s a part of their everyday occasions.”

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My Dan’s, which launched in 2014, has grown to 5.5 million active members, making it one of the largest member programs in Australia.

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“It’s our way of saying thank you to our customers and offering them something truly special,” said Ms Pfeiffer-Smith. “Whether that’s access to exclusive member offers, priority access to limited edition pre-orders or exclusive invites to member-only events.”  

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“Low prices are in our DNA, and combining our Lowest Liquor Price Guarantee* with the benefits of My Dan’s ensures our members get more – more of our great value, range and service,” explained Ms Pfeiffer-Smith.

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To celebrate the milestone, Dan Murphy’s is launching the “Here’s to 10 Years” campaign on 20 February 2025 and members can look forward to some exciting offers and benefits.

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Perks and progress: What a decade of loyalty looks like

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• 5.5 million active members are now part of the program.
• My Dan’s members spend on average almost double that of non-members per basket.
• Our customers love My Dan’s and see the great value it gives them with card scan rates increasing from 23% in 2015 to 83% today.
• From the results we can see, customers are getting value out of the program with members landing on average $15 in benefits each time they shop (basket transactions) and $6 per product.  
• Back in 2015, 11 stores hosted events. Today, My Dan’s delivers over 1,200 events annually, with more than 20,000 attendees.  
• Members receive exclusive first access to highly anticipated, limited edition pre-order products. Our first pre-order offer was in 2015 for Glenlivet Single Cask
• 10 years ago, our members’ top products included Oyster Bay Sauvignon Blanc and Pepperjack Shiraz. Fast forward to 2025, and favourites like De Bortoli Prosecco and Zonzo Limoncello now top the list.

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A historic homecoming

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In 1952, a 34-year old Daniel Francis Murphy opened his first store on Chapel Street, Prahran, driven by a dream to bring high-quality wines and spirits to Australians at affordable prices.

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When he knocked through a wall into a neighbouring unused basement, the now-legendary Prahran Cellar was born – a space that remains a Melbourne icon.

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After decades away, the Prahran Cellar returned to its original location in 2016. This year, the adjoining Dan Murphy’s store will follow by moving back into the historic Prahran Arcade.  
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“This is a full-circle moment for us,” said Ms Pfeiffer-Smith. “It’s a chance to honour where we’ve come from while continuing to inspire loyalty across generations.”
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“The Dan Murphy’s story has always been about more than just selling drinks – it’s about creating connections and inspiring loyalty. Whether it’s the nostalgia of returning to the original Chapel Street store or the success of My Dan’s, the brand’s heart remains firmly rooted in putting customers first.”  

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After all as Dan Murphy himself said “Everyone deserves a good drop without breaking the bank”.

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For more information, please contact [email protected]

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*See here for the Lowest Liquor Price Guarantee terms and conditions.