Revamped Dan Murphy’s Hamilton Has a Craft Beer Canyon with Almost 300 Beers

Dan Murphy's Hamilton
Photo Credit: Supplied

After its million-dollar makeover, Dan Murphy’s Hamilton has unveiled its new look highlighting a “craft beer canyon,” where customers can choose from almost 300 chilled beers!



The craft beer canyon offers Dan Murphy’s Hamilton customers the opportunity to broaden their options to support more homegrown brewers, distillers, and winemakers, as well as familiarise themselves with international brands. 


Customers are enjoined to explore highlighted areas containing engaging information about a specific product or segment. This outlet is the second Queensland Dan Murphy’s store to have electronic shelf labels (ESLs) and NFC (Near Field Communication) technology, so drinks lovers can simply tap the shelf label with their smartphones to get more product information or read customer reviews about a specific product.

“We are increasingly innovating and using technology to meet the needs of our customers. ESL will help us communicate with shoppers in a new way, reduce paper usage and make our store teams more efficient,” Dan Murphy’s Managing Director Alex Freudmann said.

“When choosing what to range in our stores of the future, we use customers’ insights to handpick products that we know locals will love to create hyper-localised ranges. Brisbane is a big craft beer town, and we’ve added over 20 new local craft beers to the range including ales from Brisbane’s Catchment Brewing and Ipswich’s 4 Hearts.”

Mr Freudmann also said that they’ve studied what the customers want and saw their craving for education about the “world of drinks.” However, not everyone has the time to take up long-winded courses about craft beers so Dan Murphy’s came up with this new intiative, where the “magic moments” can take place.

Photo Credit: Supplied

With the new design and technology, the Hamilton site also features a convenient central area set up for craft beer or wine tasting events, micro-classes, and other activities that could enhance customer experience.

“The micro-classes are perfect for customers who have 10-15 minutes spare while browsing the store. They don’t have to go through the hassle of booking in advance, instead, these classes are on-demand so customers decide when it suits them,” Mr Freudmann said. 

Once the COVID-19 restrictions are lifted, Dan Murphy’s Hamilton will regularly hosts the classes and in-store tastings. 



“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,” Mr Freudmann explained. 

Dan Murphy’s Hamilton is located on Cnr Kingsford Smith Drive & Racecourse Rd.