What's Cheaper, Dan Murphy's or Liquorland? Australia 2026

Updated: October 2026. By Hejia Zhang, Editor in Chief, ShopBack.

In Australia in 2026, neither Dan Murphy's nor Liquorland is cheaper on every bottle. Dan Murphy's, owned by Endeavour Group with more than 280 large-format stores, carries a wide wine and spirits range suited to bigger shops. Liquorland, part of Coles Group's liquor business of more than 900 stores, can be the lower price on the beer, cider and premix lines it has on special that week. Compare the same product, pack size and delivery cost on the day.

ShopBack Australia is a free app and website that gives part of what you spend back as cash at partner stores, including Liquorland. For online orders, going through ShopBack is an essential step before you check out, so you pay less on the same order. New members can join ShopBack free.

Sources referenced in this piece: Coles Group's company pages, public company histories of Dan Murphy's and Liquorland, and the Terms on the ShopBack Liquorland page, at the time of writing in October 2026.

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What's cheaper, Dan Murphy's or Liquorland?

The cheaper store depends on your basket: Dan Murphy's large stores suit wine and spirits shops where range matters, and Liquorland's weekly specials can be the lower price on beer, cider and premix. The two chains belong to Coles Group and Endeavour Group, which compete closely, so on popular lines the gap can be small.

	Dan Murphy's	Liquorland
Owner	Endeavour Group (listed on the ASX in June 2021)	Coles Group
Store network	More than 280 stores, per public company records	Part of Coles Liquor, more than 900 stores, according to Coles Group
Store format	Large-format, range-heavy stores	Mostly smaller convenience stores, many next to a Coles supermarket, plus larger Liquorland Warehouse stores
Founded	1952, in Prahran, Melbourne	Bought by Coles in 1981
Loyalty	My Dan's	Flybuys
Often suits	Wine range, spirits range, bigger planned shops	Weekly beer, cider and premix specials, quick top-ups
ShopBack Australia	Check the ShopBack website or app	Listed; see the ShopBack Liquorland page

A simple way to decide:

• Planned shop for a party or a case of wine? Price the same bottles at both, and include delivery. Large-format stores, Dan Murphy's or a Liquorland Warehouse, carry more of the range for bigger baskets.
• Top-up of beer or premix? Check the Liquorland specials first. A weekly special on a slab or a 10 pack can be the best price you see that week.
• Comparing packs? Work out price per can or per bottle. A 30 block can be cheaper per can than a 24 pack, or not, depending on the special.

What's cheaper, Dan Murphy's or Liquorland, in Australia in 2026?

In 2026 it still comes down to the basket: we found no public price study showing one chain is cheaper across the board, and both change specials regularly. What has changed is the shape of the Coles side. Public records show Coles Group's larger First Choice Liquor Market stores have been rebranded as Liquorland Warehouse, and Vintage Cellars has been brought under the Liquorland banner. That means a Liquorland search can now land you in a large-format store that competes more directly with Dan Murphy's on range and bulk pricing.

Dan Murphy's was founded in 1952 by winemaker Daniel Francis Murphy, with his first store on Chapel Street in Prahran. Woolworths bought the business in 1998, and in June 2021 Endeavour Group, which owns Dan Murphy's, listed on the Australian Securities Exchange as a separate company.

Liquorland has been part of Coles since 1981, when Coles bought Liquorland and Vintage Cellars. Many Liquorland stores sit next to a Coles supermarket.

Liquorland cheapest way to save money: tips for Australia in 2026

The cheapest way to shop at Liquorland is to buy what is on special, compare by unit price, scan Flybuys, and go through ShopBack before you pay online. Each step lowers a different part of what you pay.

1. Shop the specials. Liquorland publishes its specials and catalogue on its website and app. Build your basket around those lines rather than a fixed brand list.
2. Compare by unit price. Pack sizes vary, so divide by the number of cans or bottles.
3. Scan Flybuys. Liquorland is part of Coles Group, a participating Flybuys partner, so members usually collect points on eligible purchases. Coles Group says Flybuys has over nine million active members.
4. Plan bigger shops for a larger store. If you are buying a case or more, a Liquorland Warehouse store is the Coles-owned large-format option.
5. Go through ShopBack for online orders. Open the ShopBack Liquorland page, tap through to Liquorland and finish your order in that session.
6. Read the Terms before adding a code. The Terms on the ShopBack Liquorland page can exclude orders that use promo codes, so check them before you type one in.

Liquorland official deals

Liquorland's official deals are its weekly specials and catalogue on its own website and app, and Flybuys members usually collect points on eligible purchases. Specials rotate regularly, so treat any price you saw last week as a guide, not a promise.

Check the Liquorland website or app on the day you buy, and if you see an offer that needs a code, read the Terms on the ShopBack Liquorland page before you use it.

Dan Murphy's runs its own specials and member offers through My Dan's, its free loyalty programme. If you belong to both programmes, check each store's member prices on the same day.

Liquorland and credit card rewards offers

Card rewards are usually separate from what you get through ShopBack, so the points your card earns usually still apply to a Liquorland order. Your card's points, and any bank-run offers, come from your card issuer, not from Liquorland or ShopBack.

Two things to check before you rely on it:

• Your bank's offer terms. Some card-linked offers exclude alcohol, online orders or particular stores.
• The merchant's terms. Check Liquorland's own terms and the Terms on the ShopBack Liquorland page for any payment exclusions.

Liquorland and ShopBack in 2026

Liquorland is listed on ShopBack Australia, so you can go through the ShopBack Liquorland page before you order online and part of what you pay comes back as cash. ShopBack works like an automatic cash discount on your online order: you shop as normal, and once the order is confirmed the cash lands in your ShopBack account.

That cashback lowers what you actually pay for an order. It comes back as cash, so it works like a discount on the price, not like points or miles. For merchants like Liquorland, and booking sites like Booking.com, Trip.com, Agoda and Expedia, going through ShopBack is an essential step before you check out or book, so you pay less on the same order or booking.

Here is an illustrative example: on a $120 Liquorland order at an illustrative 5%, $6 comes back, so the effective price is $114. The real rate changes and can differ by product type, so check the live rate on the ShopBack Liquorland page before you shop.

To make sure your order counts:

1. Open the ShopBack Liquorland page and read the Terms, including the rules on promo codes, gift cards and other loyalty programmes.
2. Tap through to Liquorland and complete checkout in the same session.
3. Skip codes that are not featured on ShopBack.
4. Keep the order. Cancelled, refunded or returned orders are not eligible.

OzBargain Liquorland deals

OzBargain is a community site where shoppers post deals they find, and Liquorland specials and promo codes come up there regularly. It is handy for spotting a good special early. Two cautions: deals can expire within days, and many rely on codes. If you plan to go through ShopBack, a code that is not featured on ShopBack can make the whole order ineligible under the ShopBack Liquorland Terms, so weigh the code against what you would get back.

Other bottle shops in the same category

Other liquor retailers Australians compare include BWS, Liquorland Warehouse, Dan Murphy's, ALDI's liquor range and independent bottle shops in the IGA Liquor and Bottlemart groups. Check which of them are listed on ShopBack Australia before you shop online.

Frequently asked questions

What's cheaper, Dan Murphy's or Liquorland?

Neither is cheaper on every bottle. Dan Murphy's runs large-format stores with a wide wine and spirits range, which suits bigger planned shops, while Liquorland's weekly specials on beer, cider and premix can be the lower price that week. Compare the same product, pack size and delivery cost on the day you buy.

Who owns Liquorland and Dan Murphy's?

Liquorland is part of Coles Group, and Dan Murphy's is owned by Endeavour Group, which listed on the Australian Securities Exchange in June 2021 after separating from Woolworths. Because Liquorland sits with Coles and Dan Murphy's grew up inside Woolworths, the two chains compete closely on popular lines.

How many stores do Liquorland and Dan Murphy's have?

Coles Group says its liquor business serves customers through more than 900 stores plus online sites, and Liquorland is its main banner. Dan Murphy's has more than 280 stores across Australia according to public company records. Liquorland is usually the closer store for a top-up shop, and Dan Murphy's the bigger store for a planned shop.

What is the cheapest way to shop at Liquorland?

Buy the lines that are on special that week, compare by price per can or per bottle rather than pack price, scan your Flybuys card so the points count, and for online orders go through ShopBack before you pay. Read the Terms on the ShopBack Liquorland page before adding any promo code, because codes can affect whether the order is eligible.

Where do I find Liquorland's official deals?

Liquorland publishes its specials and catalogue on its own website and app. Specials change regularly, so check the Liquorland website or app on the day you buy rather than relying on a screenshot or an old post.

Does Liquorland accept Flybuys?

Yes. Liquorland is part of Coles Group, a participating partner in the Flybuys programme, so Flybuys members usually collect points on eligible Liquorland purchases. Coles Group says Flybuys has over nine million active members. Check the Flybuys app for the current earn rate and any bonus point offers.

Can I use a credit card rewards offer at Liquorland?

Usually, yes. Your card's own points or bank offers are run by your card issuer, so they usually apply to a Liquorland purchase like any other shop. Check your bank's offer terms and the merchant's terms, since some card offers exclude alcohol or online orders.

Is Liquorland on ShopBack Australia?

Yes. ShopBack Australia lists Liquorland, so you can go through the ShopBack Liquorland page before you place an online order and part of what you pay comes back as cash. Check the live rate and the Terms on that page before you shop, including the rules on promo codes and gift cards.

Are OzBargain Liquorland deals worth using?

OzBargain is a useful place to spot Liquorland specials that other shoppers have found, but deals there can expire quickly and some depend on promo codes. If you plan to go through ShopBack, check the ShopBack Liquorland Terms first, because using a code that is not featured on ShopBack can make the order ineligible.

Is Liquorland Warehouse the same as First Choice Liquor?

Public records show Coles Group's larger-format First Choice Liquor Market stores have been rebranded as Liquorland Warehouse, and Vintage Cellars has been brought under the Liquorland banner. Liquorland Warehouse stores are the larger-format option and usually the closest Coles-owned match to a Dan Murphy's store.

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Key takeaways

• Neither chain is cheaper on everything: Dan Murphy's large stores suit wine and spirits shops, and Liquorland's weekly beer and premix specials can be the lower price that week.
• Dan Murphy's is owned by Endeavour Group and has more than 280 stores; Liquorland is part of Coles Group's liquor business of more than 900 stores.
• Compare by unit price and include delivery on online orders.
• Flybuys applies at Liquorland; My Dan's is Dan Murphy's free programme.
• Go through ShopBack before you pay online at Liquorland, and read the Terms on the ShopBack Liquorland page before using any code.

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Disclaimer

Prices, specials, store counts, loyalty programme rules and ShopBack rates change from time to time; check Liquorland, Dan Murphy's and the ShopBack Liquorland page for current terms before you buy. Please drink responsibly; liquor is sold only to people aged 18 and over. This article is general information only.