Behind the scenes of Dry July with bars, breweries and Os . bottles
Sell July Dry ‘all year round’ Australia’s largest beverage retailer, Endeavor Group, expects sales of non-alcoholic products across Dan Murphy’s and BWS to double each July. Load “We’ve had some increased activity around zero alcohol selection in our stores this month,” said Endeavor Group director of purchasing and merchandising Tim Carroll. “We also do a lot of in-store tastings at BWS and Dan Murphy around the country.” More broadly, sales in this category have grown 150 percent in the past 24 months, and liquor stores now keep more than 300 of these products on shelves. “Customers aren’t driven by events like Dry July as much as they used to be,” says Carroll. “In contrast, customers are asking for alcohol-free options year-round and for many occasions.” In this fast-growing category, alcohol-free beer is by far the most popular and mature. The chief executive of Australia’s largest independent brewer Brick Lane Brewery, where the production of cult favorite Heaps Normal, sai