Recently published research from Euromonitor International, "Woolworths Ltd in Alcoholic Drinks ", is now available at Fast Market Research The leading player in alcoholic drinks retailing in Australia - predominately through its Dan Murphy's chain - Woolworths Ltd will continue to play a highly influential role. It is in Woolworths' interests to encourage consumers to trade up to more premium alcoholic beverages, and the retailer is attempting to do this through increasing the scope of niche brands it offers both through Dan Murphy's and the more exclusive Dan Murphy's Connections websites.