Liquor retailer, Dan Murphy’s has unveiled V-tex – a technology that can chill cans and bottles to 5 degrees Celsius in just three minutes – currently under trial at the company’s Coogee outlet. 

V-tex is a low-energy device that rotates beverages at speed inside a bath of ice water, ensuring a consistent temperature without causing any disturbance to the liquid inside its vessel – which Dan Murphy’s says is ideal for both wine and carbonated drinks. 

Paul Burrows, head of Endeavour Build, described V-tex as a game changer and said it would deliver the convenience customers seek. 

“While we have extensive refrigeration space in all Dan Murphy’s stores, we are always exploring new ways to give customers the most seamless and convenient shopping experience,” he explains.

“This technology means that if someone is heading straight to a barbecue or dinner party this summer, their choices aren’t limited by what’s already in the fridges.”

Aside from convenience, the company said V-tex is also sustainable, as there is no glycol or chemical component to the cooling process. The beverages will be chilled in line with the temperature achieved in fridges while customers browse the store. 

V-text sales director Colin Rodgers remarked that while on-demand drinks cooling has been around for years, most companies have failed to achieve great results. 

“V-Tex enables drinks to be chilled quickly, from a small footprint, whilst using significantly less energy than conventional methods,” said Rodgers. 

“I hope, in time, this technology will be the global standard for beverage chilling. We are excited to work with Dan Murphy’s and Endeavour Drinks Group to release this technology in Australia.”