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Dan Murphy’s bets big on craft beer in Western Australia

Dan Murphy’s has brought a local spin to its first revamped Western Australia store, sporting a focus on craft beer to cater to the local tastes.

Dan Murphy’s Hyde Park features a “craft beer canyon”, with almost 500 different options for craft beer – the retailer’s biggest range in the country.

“West Australians spend more on craft beer than any other state, according to our sales data, and Dan Murphy’s Hyde Park is our best performing store in the entire country when it comes to craft beer,” Dan Murphy’s managing director Alex Freudmann said.

“The approach to our stores of the future is to offer curated ranges based on what locals prefer, which is why we wanted to make sure this store has our widest range of craft beer in the country.”

Almost 40 per cent of the craft beer on display is sourced and made in Western Australia, according to Freudmann.

“It’s an exciting time for Australian brewers, winemakers and distillers. There’s a lot of innovation in the space, and we are seeing customers choosing to support local products more than ever,” Freudmann said.

In total, Dan Murphy’s is planning to have 10 stores with its new flagship design by the end of the year, including the stores at Hyde Park, Hamilton in Queensland, Ascot Vale in Victoria, and its South Melbourne store – opened in March.

And next week, the first of such stores will open in South Australia in Pasadena.

The new design features an education hub, which allows customers to taste test products, as well as get recommendations and partake in “on-demand micro-classes” hosted by the store’s product experts.

“The most important thing for us is that the customer is in charge of how and what they want to experience or educate themselves about,” Freudmann said.

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