BWS and Dan Murphy’s are a perfect pairing for the Endeavour Group, collecting more than 60% market share of alcohol retail by consumers and balancing each other in terms of seasonal performance.
With a primary focus on convenience with smaller store formats, BWS has maintained its market leadership position, dipping only when Dan Murphy’s catches it during the Christmas season.
Additionally, there is a clear generational gap when it comes to alcohol purchases from retailers, with Gen Z spending half what any other generation is while also purchasing only half as frequently. In 2024, Gen Z alcohol buyers spent $311 per customer, while Millennials, Gen X and Baby Boomers all spent well over $600 per customer during the year. They did so while making an average of 10 purchases throughout the year, compared to 19, 24 and 21 for the other generations. The variance in purchases of alcohol may be due to an increased on-premise consumption rate (not captured via Fonto’s transaction data), and potentially changing attitudes towards alcohol as Generation Z matures.
When it comes to individual customer spend with alcohol retailers, specialist brands often perform well despite lower market penetration. The alcohol category is no exception, with VinoMofo the stand out, with an average spend per customer more than double that of any major brand in the space. VinoMofo’s customers spent an average of $1,022 during 2024, compared to $376 for BWS and $409 for Dan Murphy’s.
Fonto collects daily transaction data from more than 85,000 Australians and provides nationally representative market share of consumer spend for brands and categories. To find out more about how customers are spending in the alcohol retail sector, reach out to the team at Fonto.
