Dan Murphy's Melbourne QV
One of 283 stores run by the ASX-listed Endeavour Group, on the first floor of a shopping centre, trading on range and a promise to beat a lower price you can show them.
Why go
Because you need six bottles of something at a predictable price, in the middle of the city, without a conversation. That is the format and there is no more to it. Endeavour Group was demerged from Woolworths and had 283 Dan Murphy's stores trading as at June 2025, and the chain's stated commercial position is its Lowest Liquor Price Guarantee (Endeavour Group). Nothing in that sentence describes a shop with a point of view, and the entry does not pretend otherwise.
Order this / avoid
- Order: volume, and a price match if you have found the same bottle cheaper somewhere else.
- Avoid: looking for Victorian small producers or a staff recommendation. The independent shops are where those are.
What locals & experts say
- Nobody, and that is the finding. Broadsheet, The Age Good Food, Time Out Melbourne, Concrete Playground and Gourmet Traveller were checked on 1 August 2026 and none carries any coverage of this store. That is the expected result for a chain outlet and it is written down so the next pass does not repeat the search.
- The operator, on its own position. Endeavour Group's own release quotes the Dan Murphy's managing director as saying
We will not be beaten on price this Christmas,
with the Lowest Liquor Price Guarantee behind it. That is a company statement about its own business, recorded as marketing rather than as an assessment.1
Good to know
- Where: Level 1, QV Melbourne, corner of Lonsdale and Swanston Streets.
- Timing: hours could not be confirmed. The store's own page returns a 403 to both fetch routes, so check before a late run.
- Near MCEC: no. QV is about 2km from South Wharf, roughly 25 minutes on foot.
- Food safety: no entry for this business on Safe Food Victoria's register of convictions as at its 21 July 2026 update.3
Verdict
listed — Know it is there and do not plan around it. This is one of 283 Dan Murphy's stores run by the ASX-listed Endeavour Group, on Level 1 of the QV centre at Lonsdale and Swanston, and it does exactly what a big-box liquor barn does: deep range, low prices, and a guarantee to beat a cheaper price you can show them. That is real utility if you are stocking a party or filling a hotel fridge, and it is the entire proposition. There is no buying point of view here, no producer relationships worth naming, and no Melbourne critic or guide has ever written a word about the store. Apply the operator rule and the answer is plain: the format optimises for price and range rather than for anything a drinker would call craft. For Victorian small producers, walk to an independent instead.