Liquor giant Dan Murphy’s absorbs Penfolds price hikes

Liquor giant Dan Murphy’s is wearing this year’s price increase on some popular Penfolds varieties as the retailer aims to quash criticism it has strayed from its value-oriented roots.

Penfolds’ owner Treasury Wine Estates in June flagged it would push through an average 6 per cent price hike across its Bin and Icon labels. These are yet to be passed through to shoppers at Dan Murphy’s, where some shelf prices are lower than last year’s launch.