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Dan Murphy’s targets the affluent

  Dan Murphy’s has launched a new store concept in Sydney’s affluent Double Bay, which aims to educate and engage its upmarket demographic of local customers. The new concept is a trial designed specifically to suit the needs of Double Bay locals, and will not be rolled out to every Dan Murphy’s store. Rather than dedicated aisles, the 1027sqm store is broken into precincts, with each precinct lined with educational point of sale material, including indepth tasting notes and category