Liquor retailers Dan Murphy’s and BWS are stepping up security measures following a surge in organized theft incidents. The increase in demand for trendy alcoholic soft drinks, such as Hard Rated, has attracted many customers from Generation Z and Millennials, prompting the need for enhanced protective strategies in stores.
On Monday, Kate Beattie, the interim chief executive of Endeavour Group, announced that the company has implemented body-worn cameras and augmented reality technology to safeguard its employees. “We’re doing things like leveraging virtual reality technology to train our team to respond well to threatening situations,” Beattie stated. This training is designed to prevent escalation and ensure employee safety during incidents.
Sales at both Dan Murphy’s and BWS have recently declined as consumers increasingly opt for socializing at pubs and hotels rather than purchasing drinks to enjoy at home. Endeavour Group operates over 1,600 Dan Murphy’s and BWS outlets and more than 350 pubs and hotels. Beattie mentioned that the company is deploying additional security personnel at certain “high-risk” locations and installing “lockout buttons” to protect staff from potentially dangerous situations.
According to Endeavour’s full-year results released on Monday, the trend of Australians choosing to visit pubs instead of drinking at home has adversely affected overall sales for the financial year 2025. The shift in consumer behavior has also resulted in increased foot traffic at pubs, contributing to a boost in the hotels business, while Dan Murphy’s and BWS have seen a decrease in patronage.
“We’re seeing a subtle shift in where and when people enjoy the drinking occasion,” Beattie remarked. “Instead of having a bottle of wine at home with your dinner on a Tuesday night, they’re going to pub trivia on a Wednesday night. So they’re still in the category, they’re just choosing to socialise in a different way.”
As the landscape of alcohol consumption evolves, Dan Murphy’s and BWS are adapting to meet both the security challenges and changing preferences of their clientele, ensuring that employees remain safe while continuing to cater to the evolving tastes of young drinkers across Australia.
