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Article No. 1008 Available on Website: www.roymorgan.com On February 8, 2010 Roy Morgan Online Store Customer Satisfaction – Liquor Retailers

Dan Murphy’s and 1st Choice continue to dominate customer satisfaction despite small declines

Preliminary results from the latest Roy Morgan Liquor Retailing Report for the liquor retailers show Dan Murphy’s and 1ST Choice both had small declines in Customer Satisfaction in the September result but they continue to rate significantly above each of the other liquor retailers.

Among Dan Murphy’s customers 91.3% (down 1.1% since June ‘09) were satisfied, closely followed by 1ST Choice with 89.8% (down 0.9% Since June ‘09). There remains a large gap to the next group of stores led by LiquorLand (81.5%), who have taken over the third position and BWS at 80.2%, who have dropped to fourth position. Woolworths’ Liquor continued its improvement at 77% for the 12 months’ average to September 2009.

Satisfaction of customers with their usual liquor store

100% Base:Customers purchased from usual liquor store aged 18+ 12 month moving averages 95%

DAN MURPHY'S, 91.3% 90% 1ST CHOICE, 89.8%

85%

LIQUORLAND, 81.5% 80% BWS, 80.2%

WOOLWORTHS LIQUOR 77.0% 75%

70% % very satisfied or fairly satisfied with or % usual fairly satisfied satisfied liquor very store 65%

60%

Dec06 Mar07 Jun07 Sep07 Dec07 Mar08 Jun08 Sep08 Dec08 Mar09 Jun09 Sep09

Roy Morgan Single Source (): January 2006 - September 2009. Sample: Customers who usually shop at each store. In the 12 Months to September ’09 - Usually shop at Dan Murphy’s n=1,719.Usually shop at 1ST Choice n=381. Usually shop at Liquorland n=1,402. Usually shop at BWS n=944. Usually shop at Woolworths* liquor n=1333. * Woolworths’ liquor also includes both Woolworths’ liquor and liquor.

Michele Levine, CEO, Roy Morgan Research, says:

“These preliminary results from the soon to be released Liquor Retailing report clearly highlight that customers love the big store format of Dan Murphy’s and 1ST Choice, despite the small decline in customer satisfaction in the latest period.

“Range and value are two key factors driving their success, with proximity to home another driver. It’s therefore not surprising to see so many new store openings for Dan Murphy’s and 1ST Choice, which is also driving their growth. Both stores are showing significant growth in their customer numbers and market share, whereas customer numbers for LiquorLand and Woolworths’ Liquor are flat at best.

“The Liquor Retailing report, due to be released later in February, will show a decline in customer numbers and market share for LiquorLand and Woolworths’ Liquor as more and more customers move to the warehouse/liquor barn format of Dan Murphy’s and 1ST Choice.”

For the detailed Roy Morgan target profiles of each of the liquor retailers. Please click on this link to the Roy Morgan Online Store. http://www.roymorganonlinestore.com/Browse/Australia/Retail.aspx

For comments or further detail, please contact: Michele Levine, CEO, Roy Morgan Research Email: [email protected] Telephone: +61 (3) 9224 5215

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