Dan Murphy’s non-alcoholic bar opens in Melbourne’s Hampton

Alcohol giant Dan Murphy’s has launched a huge shift in its business with the first pictures revealing a new twist.

One of Australia’s biggest suppliers of alcohol, Dan Murphy’s, has launched its very first bar – but it comes with a twist.

The bar, in the beachside suburb of Hampton, in Melbourne’s south, will be serving more than 30 zero alcoholic drinks, as well as a range of more than 200 non-alcoholic products to shop and take home.

All drinks on offer will contain 0.5 per cent alcohol or less, with the idea coming after sales of alcohol-free drinks at Dan Murphy’s increased by more than 100 per cent in the past two years.

“Australians are embracing zero alcoholic beverages more than ever before, but for those who are still hesitant, ZERO% is the perfect place to discover what is undoubtedly the hottest drinks trend at the moment in a contemporary setting,” Dan Murphy’s Managing Director Alex Freudmann said.

The exciting new concept comes across as your every day bar, with comfortable seating, mood lighting, bartenders and a welcoming environment.

Patrons can choose between beers on tap or can from $2.99, including local brews like Urban Alley Pale Ale and Mornington Free Pale Ale, 11 different wines by the glass from $5 per glass, and a range of cocktails as well as premix drinks. Snacks are available, but customers are also encouraged to order their own food delivery to enjoy at the bar.

Non-alcoholic drinks are now competing with well-established categories such as aperitifs and international craft beers in terms of share of sale.

“Customers have always been coming to Dan Murphy’s for social occasions, whether that’s barbecues, dinners or celebrations, and increasingly for those occasions, they are looking to include non-alcoholic options which is part of a wider trend of drinking less, but better, Mr Freudmann said.

“We think it’s great that more Australians than ever are drinking responsibly, which is why we want to lean into and support this great trend,” Mr Freudmann said.

Last year, Dan Murphy’s almost tripled the number of non-alcohol products in its range.

According to stats from the Australian Institute of Health & Welfare, younger drinkers are drinking more responsibly than any generation before, with 62 per cent consuming four standard drinks or less on one occasion in a month in 2019, compared to 49 per cent in 2001.

According to ABS figures released last week, 18-24 year olds are showing themselves as the generation of moderation.

“The emerging range of zero-strength products enables consumers to make healthier and safer consumption choices. Raising awareness of these alternatives will help Australians to cut back on their alcohol consumption and continue the trend towards responsible drinking and moderation,” said DrinkWise CEO Simon Strahan.

ZERO% is open 7 days a week and operating until the end of June.

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