October 6th, 2025So, nobody beats Dan Murphy’s? Daylesford does. Twice!

Daylesford is celebrating, again, after winning a two-year long battle to stop the Endeavour Group from putting a Dan Murphy’s in the town.

The Endeavour Group appealed the Victorian Liquor Commission’s landmark ruling citing harm, to refuse a licence to operate in Daylesford in 2024 and have been arguing their case in VCAT throughout July and August 2025.
Former Hepburn Shire councillor Jen Bray was one of the original 204 community members who objected, and has seen the process through to the Liquor Commission hearing and now the VCAT review hearing.
“I am thrilled with the result,” Ms Bray said. “On the one hand it feels miraculous that a small community like Daylesford could win against a huge corporate giant like Dan Murphy’s. That only happens in the movies.
“But on the other hand, the Tribunal’s decision to refuse the permit makes perfect sense. It’s obvious to us that this liquor store is in the totally wrong location. It’s a family-friendly educational precinct across the road from a kindergarten, primary school, swimming pool and bus stop. That’s going to have a huge impact on young people in our town.”

Mayor Cr Don Henderson said it was not just a win for the community and the council, but for everyone into the future who will now be protected from the risks and harm associated with alcohol.
“I know that this outcome was achieved by the grit and determination of our community. Thank you to those who stood alongside the council as we fought to keep our community safe.”
In upholding the Commission’s decision, VCAT stated: “Put simply, we have decided not to grant the liquor licence because of particular local, social, demographic and geographic circumstances.
“The premises is located in an education and family friendly area with children of all ages present throughout the year. The location of the premises means that children going to and from school, in care, at school or at leisure will be exposed to this packaged liquor premises.
“There is a risk of harm to minors from exposure to the premises and the potential for normalisation of alcohol associated with this location. This is a circumstance where precaution is warranted.”
History
The decision to overturn the liquor licence for a Daylesford Dan Murphy’s in August 2024 was the first time the new definition of “harm” under the Liquor Control Reform Act had been used to refuse a licence. The packaged liquor licence was for proposed premises located at 63 Central Springs Road, Daylesford.
On July 26, 2022, Victoria Police advised that it did not object while on August 12 Hepburn Shire Council CEO Bradley Thomas advised that the council objected.
Another 204 objections were lodged to the original application.
Responding to an inquiry by The Local in February this year, Endeavour said it believed the Commission erred in its decision and did not appropriately consider the positive community benefits of having a Dan Murphy’s in Daylesford, particularly in relation to the community’s concerns about underage drinking.
“Like the community, we were concerned about the claimed levels of underage drinking and the alleged provision of alcohol to minors in Daylesford. If these claims are true, we believe that there are a number of opportunities for existing licensees and the community to work together to address this issue,” a spokesperson said.
“Dan Murphy’s does not sell alcohol to minors and has an industry-leading approach to the requirement for identification to prove that our customers are adults.”
It said that 44 million customers nationwide were reached in the 2024 financial year with messages about responsible drinking – the equivalent of reaching every adult drinker three times throughout the year.
“We also have a ‘refusal of service’ policy that prohibits sales based on the risk of underage drinking and secondary alcohol supply and we exclude patrons from our premises for problematic behaviour.”
Endeavour said up to 30 new jobs would have been created as well as offering “local products that can be enjoyed responsibly by the Daylesford community and tourists alike”.
“Daylesford is a unique community with a rich history and a strong sense of identity. Our goal would be to respect and contribute positively to the local heritage and culture, ensuring that our presence aligns with the community’s values.”
Above, residents celebrate the first win in August last year
Words: Donna Kelly | Image: Contributed