Business Review

Endeavour Drinks Group

Endeavour Drinks Group comprises the Dan Murphy’s, BWS, Cellarmasters and Langtons brands. Our corporate responsibility challenges are the same as those for the whole Woolworths Group, including supplier relationships, employment conditions and safety. However, as a retailer of alcoholic beverages, we must also address the issues of responsible drinking and the responsible service, ranging, sale and marketing of alcohol.


To help keep our young people safe, we don’t believe alcohol should be consumed by people under the legal drinking age. That’s why we are strict on our legal obligation to not sell alcohol to anyone under 18, we ask for ID from people that appear under 25 and won’t sell alcohol if there’s a good chance it could be purchased for someone under age.

Regulatory requirements prohibit us from supplying alcohol to minors or people who are already intoxicated. We train our staff on the responsible service of alcohol and they receive regular refresher training.

In line with the Woolworths Group’s overall commitment to doing business responsibly, our RSA training exceeds regulatory requirements. We develop many of our main RSA programs with our partners and some have gone on to be adopted industry-wide.


DrinkWise Australia

We support programs run by DrinkWise Australia, an independent, not-for-profit organisation for healthier and safer drinking. Founded on industry leadership and community partnerships, DrinkWise develops and runs national information campaigns. We provide ongoing financial support and promote their social marketing campaigns in our stores.

We contributed $376,070 towards DrinkWise Australia during the year, and through our BWS brand.


We follow the Alcohol Beverages Advertising Code (ABAC) to abide by the ABAC adjudication process and ensure our Exclusive Brand products are compliant (brands we own or develop and distribute exclusively with the supplier). Our efforts to comply are underpinned by our Charter for Ranging Alcohol.


The process of selling alcoholic beverages begins when we first consider a product that we might want to put on our shelves.

Our Charter for Ranging Alcohol has 10 principles that we use to screen a product, helping us to ensure it is suitable, non-offensive and does not appeal to minors.

Principle 1 Principle 2 Principle 3 Principle 4 Principle 5
The product should not have the potential to appeal to minors. The product should not have an appearance that could potentially lead to confusion with confectionery or soft drinks. The product should not have an appearance that may lead to confusion about its alcoholic nature or strength. The product should not draw any association with drug culture, narcotics or other illicit drugs or drug paraphernalia. The product should not encourage illegal or immoderate consumption such as binge drinking, drunkenness or drink-driving.
Principle 6 Principle 7 Principle 8 Principle 9 Principle 10
The product should not suggest any association with dangerous, violent, aggressive or antisocial behaviour. The product should not suggest that consumption can lead to social, sporting or sexual success. The product should not feature imagery or language that could be deemed offensive on cultural, religious, ethnic or gender grounds. The product should not suggest that any physical or mental health benefit can be obtained by consumption. Ready to drink products containing more than two standard drinks per single serve container will not be ranged by Endeavour Drinks Group.

Endeavour Drinks Group’s Good Buyer and Supplier Principles set standards for our buyers to follow when dealing with suppliers. We require that all parties act with fairness and transparency when they deal with each other. These principles support our landmark 2014 agreement with the Winemakers’ Federation of Australia, which represents all Australian winemakers.

Supplier Portal

To support Woolworths’ commitment to providing customer choice and supporting local suppliers, our Supplier Portal is accessible to any supplier looking to sell their products nationally. It is also flexible enough for a small boutique producer to be able to range their products in a local store.


Endeavour Drinks Group invests in the community in which it operates through supporting a range of community partners.

Principle 1 Principle 2 Principle 3 Principle 4 Principle 5
Fair and clear relationships Clarity in marketing and promotional activity Open, honest and early communication Protection of intellectual property Dispute resolution

In FY16 we raised more than $133,000 towards White Ribbon through merchandise sales in BWS and Dan Murphy's stores. Woolworths has White Ribbon Ambassadors in our liquor team.

White Ribbon is a global male-led movement to end men’s violence against women by raising awareness and attempting to change the contributing attitudes and behaviours. Under White Ribbon Australia’s Ambassadors program, thousands of men play a leadership role as the local faces and leaders of the campaign.