Online Liquor Stores – 2014 Ratings

Posted by Canstar Blue June 17th 2014

You are viewing the archived 2014 ratings for online liquor stores. Go to the current online liquor store ratings.

Dan Murphy’s brews up an award win for online liquor retailers

Dan Murphy's: 2014 award winners for online liquor storesDrinking alcohol is a luxury that many Australians enjoy, made easier thanks to its relative affordability and widespread availability. Whether you want a particular pinot or a garden variety beer, most liquor stores can cater to your needs.

We’ve compared some of these online retailers once again, to help you choose a winning ‘drop’ for your Saturday evening barbeque. This year, Dan Murphy’s has achieved our Most Satisfied Customers Award – Online Liquor Stores. They even received five stars in seven of the eight ratings criteria!

This award-win doesn’t come as too big a shock, however, as Dan Murphy’s earned the same accolade back when we ran this rating in 2012.

Also compared in this year’s results were GraysOnline,, Cellarmasters, and Liquorland. In particular, performed exceptionally well. The previous Canstar Blue award winners received five star ratings for value for money, price compare to bricks and mortar retailers, ease of website navigation, and delivery speed.

Overall customer satisfaction

Dan Murphy’s secured the pivotal five star rating for overall customer satisfaction in this category. Following closely were both and Cellarmasters with four stars each, then GraysOnline and Liquorland with three.

Value for money

The cheapest red wine available in one of these online liquor retailers costs $2.39 – less than a bottle of milk – whereas the most expensive costs an impressive $30,000, or more than most new cars. Certainly, alcohol can cost as little or as much as you want. However, this doesn’t mean you shouldn’t seek out a retailer who charges fairly for cost per product, delivery, accessories and more.

Both Dan Murphy’s and received five stars each for value for money, just ahead of our four star recipient: Cellarmasters. Both GraysOnline and Liquorland achieved three stars in these results.

Price compared to other online retailers

Customers of Dan Murphy’s online storefront were most satisfied with the price they paid, compare to those advertised by other online retailers. Next in line after our five star recipient was with four stars; then three star recipients GraysOnline, Cellarmasters, and Liquorland.

Price compared to brick and mortar retailers and Cellarmasters both secured five star ratings for their price compared to brick and mortar retailers. GraysOnline and Dan Murphy’s both finished with four, and Liquorland received three.

Quality of alcohol

There’s nothing quite so great at the end of the day as a nice cold beer, or a smooth red wine, or even the occasional glass of scotch. Dan Murphy’s were first and foremost in this regard, receiving five stars for the quality of its available alcohol. Cellarmasters,, and Liquorland all received four star ratings, and GraysOnline was close behind with three.

Range of alcohol available

You may be hunting an obscure Argentinian lager that you’re particularly fond of, or a particular red that goes well with a tasty bowl of pasta. In any event, many retailers support a wide range to suit whatever thirst you have.

Dan Murphy’s received five stars for its range of products, and was followed by four star recipients Cellarmasters and Liquorland. and GraysOnline both achieved three stars for in-store alcohol range.

Ease of website navigation

Both Dan Murphy’s and received five stars for the ease of which the average Australian could navigate their respective websites. Cellarmasters secured four stars for site navigation, and GraysOnline and Liquorland both finished with three.

Speed of delivery

It’s a great feeling to find a bottle of wine waiting for you at your front door – ordered not long before. Both and Dan Murphy’s achieved five stars for how fast ordered products arrived on the doorsteps of online shoppers. Cellarmasters and Liquorland both received four stars, and GraysOnline received three.

How we rated online liquor stores

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have purchased alcohol online in the last six months – in this case, 469 shoppers.

Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey.