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 opened the first store in 1952.
Dan Murphy’s managing director Agi Pfeiffer-Smith, said, “Prahran Arcade on Chapel Street is where it all began for our brand.”
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.
“This is a full-circle moment for us. It’s a chance to honour where we’ve come from while continuing to inspire loyalty across generations.
“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.
This year, Dan Murphy’s is honouring its founder’s vision and celebrating the loyalty of millions of Australians who continue to make Dan Murphy’s a part of their everyday occasions.
To celebrate the milestone, Dan Murphy’s has launched the “Here’s to 10 Years” campaign, which offers members some exciting offers and benefits.
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. My Dan’s members spend on average almost double that of non-members per basket.
“It’s our way of saying thank you to our customers and offering them something truly special. Whether that’s access to exclusive member offers, priority access to limited edition pre-orders or exclusive invites to member-only events.”
