Dan Murphy’s is opening its first ever bar, but bizarrely all beverages it sells will be alcohol free.
The bar named ZERO% will open next week in the Melbourne bayside suburb of Hampton.
The bottle shop giant said it noticed sales of alcohol-free drinks more than doubled in the past two years and it wanted to capitalise on that market.
Dan Murphy’s managing director, Alex Freudmann (pictured), said the stand alone bar is catering to a ‘new wave’ of drinkers – those adopting a non-alcoholic alternative
The company said the bar would cater to a ‘new wave’ of drinkers with all beverages on offer containing 0.5 per cent alcohol or less.
‘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, ‘ Dan Murphy’s managing director Alex Freudmann said.
‘It has been designed with the customer and discovery at heart.’
Bar-goers can choose from zero alcoholic beers and wines by the glass with a mixologist creating a ‘bespoke cocktail menu’.
The bar, which has been six months in the making will, be open seven days a week and run as a trial until the end of June.
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Mr Freudmann said many Gen-Z and millennials wanted to swap out the alcohol without forgoing the bar ambiance.
The bar, ZERO%, has been six months in the making and will open its doors next week. Patrons can order a slew of beers, wines, and cocktails that contain 0.5 per cent alcohol or less
‘The aim of our bar is to create a destination where customers can discover the great quality and variety of the new wave of non-alcoholic drinks,’ he said.
‘Customers are increasingly choosing to drink less but better, and we are committed to giving them access and knowledge to make responsible lifestyle choices.’
An independent study conducted by DrinkWise showed the consumption of non-alcoholic drinks was led by younger people.
About 32 per cent of consumers said they were drinking less since the start of the Covid-19 pandemic, some of which was due to non-alcoholic drinks.
Australians aged 18-44 were twice as likely to drink alcohol-free products than those 45 and over.
The concept comes after Dan Murphy’s recorded an increase of more than 100 per cent in sales of alcohol dree drinks in the past two years with individuals aged between 18-44 the largest consumers
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