Endeavour Group
An Australian group combining liquor retail, hospitality venues, wine businesses and gaming operations.
Last updated August 25, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Endeavour Group is an Australian retail and hospitality company whose principal activities are liquor retailing, hotel operation and gaming-machine operation. Its consumer-facing liquor portfolio includes Dan Murphy's, BWS, Cellarmasters, Langton's, Jimmy Brings and other specialist or online businesses, while its hospitality arm, Australian Leisure and Hospitality Group, operates a large network of hotels and associated food, beverage and gaming facilities. The group emerged from the restructuring of Woolworths Group's drinks and hospitality interests. Woolworths created Endeavour Group in 2019 to bring those operations together in a separate corporate structure. Endeavour subsequently became an independently listed company on the Australian Securities Exchange in June 2021. Woolworths initially retained an interest after the listing but sold its remaining 4.1% holding in September 2024, completing its exit. Bruce Mathieson is a notable shareholder and, according to the cited reference material, held approximately 15.08% of Endeavour in 2025. Endeavour's retail proposition is built around broad range, convenience, digital ordering and different store formats. Dan Murphy's is positioned as a large-format liquor retailer with extensive range and competitive pricing, while BWS is a more convenience-oriented chain serving local shopping areas and rapid-delivery occasions. The group also operates specialist wine and business-to-business channels, including Langton's, Cellarmasters and Shorty's Liquor. Jimmy Brings developed as an on-demand liquor-delivery service and later expanded into snacks, non-alcoholic drinks and convenience products. In late 2024, Jimmy Brings was integrated into Woolworths Group's Milkrun delivery service, with its range made available through that platform. Hospitality is the other major pillar. Australian Leisure and Hospitality Group operates hundreds of hotels, including historic pubs, suburban hotels and large entertainment venues. These businesses combine food and beverage service with accommodation at some sites and regulated gaming-machine operations at others. The hospitality portfolio includes venues such as the Australian National Hotel, Breakfast Creek Hotel, Hotel Cecil, Royal Exchange Hotel, Sail and Anchor Hotel, Surfers Paradise Beer Garden, Victory Hotel and Young & Jackson. Endeavour has also developed and acquired wine brands and wineries through its premium wine activities and Paragon Wine Estates. The portfolio has included brands and assets such as Krondorf, Isabel Estate, Riddoch, Chapel Hill, Oakridge Wines, Josef Chromy Wines, Shingleback Wine and Cape Mentelle Vineyards. In 2026, the group withdrew from producing wines itself, marking a change in the role of its wine-production operations. The company operates in a tightly regulated environment. Alcohol sales, responsible service, liquor licensing, venue operations and gaming-machine harm minimisation are governed by state and territory rules. In 2023, the Victorian Gambling and Casino Control Commission fined Endeavour's Australian Leisure and Hospitality Group $550,000 after finding that 220 gaming machines at 62 Victorian venues lacked the mandatory YourPlay harm-reduction technology. The matter illustrates the regulatory and reputational risks attached to Endeavour's hospitality and gaming activities. Leadership changed after Steve Donohue resigned as chief executive in September 2024. In April 2025, the company announced that former Virgin Australia chief executive Jayne Hrdlicka would become Endeavour Group chief executive from 1 January 2026. Endeavour's current identity therefore combines the scale of a national retail network with hospitality operations, digital commerce, premium wine interests and exposure to public-policy debates around alcohol and gambling.
History
Endeavour Group's origins lie in Woolworths Group's Australian drinks and hospitality businesses. Woolworths had built a substantial alcohol-retailing presence through chains including Dan Murphy's and BWS, while also owning hotel operations and related gaming activities. It also accumulated online, specialist and wine-production interests, including Cellarmasters, Langton's, Jimmy Brings, Pinnacle Drinks and other businesses. In 2019, Woolworths reorganised these assets into Endeavour Group, creating a dedicated group for liquor retail, hospitality and associated activities. The new structure brought together two distinct but complementary operating models. The retail side served consumers through large-format stores, neighbourhood liquor outlets, specialist wine channels and delivery services. Dan Murphy's developed a broad-range, value-oriented large-store proposition, while BWS focused more heavily on convenience and local accessibility. Cellarmasters and Langton's addressed wine-focused customers, and Jimmy Brings provided rapid delivery. The hospitality side was centred on Australian Leisure and Hospitality Group, a major operator of Australian hotels. Its venues generated revenue from food, drinks, entertainment, accommodation at selected locations and gaming-machine operations where permitted. Endeavour also maintained exposure to wine production and branded wine. A premium wine portfolio established in September 2019 brought together existing brands such as Krondorf, Isabel Estate and Riddoch with Chapel Hill, which had recently been acquired. Through Paragon Wine Estates, the group later acquired Oakridge Wines in Victoria in March 2021, Josef Chromy Wines in Tasmania in May 2022, Shingleback Wine in McLaren Vale in August 2022 and Cape Mentelle Vineyards in Margaret River in January 2023. These transactions expanded the group's presence across several important Australian wine regions and helped connect its production interests with its retail and hospitality distribution channels. Endeavour became a separately listed company in June 2021 when it was demerged from Woolworths and admitted to the Australian Securities Exchange. Although Woolworths retained a minority position after the demerger, it sold its remaining 4.1% holding in September 2024. The transaction completed Endeavour's transition from a Woolworths-controlled operation to a fully independent listed group. Bruce Mathieson became one of the notable shareholders; the cited reference material reports a holding of about 15.08% in 2025. The company continued to broaden its activities after listing. In April 2023, it invested A$3 million in Fortress, an esports company, representing a diversification into an entertainment-related business. Its digital and delivery operations also evolved. Jimmy Brings, founded in 2011 and acquired by Woolworths in December 2017, expanded beyond alcohol in 2022 to include snacks, non-alcoholic drinks and convenience items. In November 2024, it partnered with Milkrun, Woolworths Group's delivery service, and on 28 November was fully integrated into that platform. Regulation has been an important part of Endeavour's operating history. Alcohol retailing and hotel operations are subject to licensing and responsible-service rules, while gaming activities face additional state-based controls. In August 2023, the Victorian Gambling and Casino Control Commission fined Australian Leisure and Hospitality Group A$550,000 after determining that 220 gaming machines across 62 Victorian venues operated without the mandatory YourPlay harm-reduction technology. The penalty highlighted the compliance obligations associated with the group's gaming portfolio. Leadership changed in 2024 and 2025. Steve Donohue resigned as chief executive in September 2024. In April 2025, Endeavour announced Jayne Hrdlicka, previously chief executive of Virgin Australia, as his successor, with her appointment scheduled to begin on 1 January 2026. The group also changed its wine strategy: in 2026 it withdrew from producing wines itself. Endeavour therefore remains principally a national liquor retailer and hospitality operator, while its portfolio continues to be shaped by digital commerce, specialist wine, venue regulation and the management of a broad network of consumer-facing brands.
- 2026
Exit from self-produced wine
[1]Endeavour withdrew from producing wines itself.
- 2025
New chief executive announced
[1]Jayne Hrdlicka was announced as incoming chief executive, with a start date of 1 January 2026.
- 2024
Woolworths completes exit
[1]Woolworths sold its remaining 4.1% interest in Endeavour Group.
- 2023
Investment in Fortress
[1]Endeavour invested A$3 million in esports company Fortress.
- 2021
Separate ASX listing
[1]Endeavour Group was demerged from Woolworths and listed as an independent company on the Australian Securities Exchange in June.
- 2019
Endeavour Group formed
[1]Woolworths restructured its alcoholic-drinks and hospitality interests into Endeavour Group.
Products and positioning
National-scale, multi-format liquor retail and hospitality, spanning value, convenience, premium wine and venue-based entertainment.
Large-format liquor retail
Dan Murphy's
Dan Murphy's is Endeavour's large-format liquor retail chain. It offers a broad range of beer, wine, spirits and ready-to-drink products, with a proposition built around extensive selection and competitive pricing. The chain operates physical stores across Australia and is supported by online ordering and delivery capabilities. The cited reference material records 283 Dan Murphy's stores as of June 2025.
Convenience liquor retail
BWS
BWS is Endeavour's convenience-oriented liquor retail chain. Its stores are commonly located near neighbourhood shopping destinations and are designed for accessible, relatively quick purchases. The range covers mainstream beer, wine, spirits and ready-to-drink beverages, with digital ordering and delivery supporting the physical store network.
Hotels and hospitality
Australian Leisure and Hospitality Group
Australian Leisure and Hospitality Group is Endeavour's hospitality arm. It operates hotels and entertainment venues offering food, beverages, hospitality services and, at permitted locations, gaming-machine operations. Its portfolio includes venues such as the Australian National Hotel, Breakfast Creek Hotel, Hotel Cecil, Royal Exchange Hotel, Sail and Anchor Hotel, Surfers Paradise Beer Garden, Victory Hotel and Young & Jackson. The cited material states that it owned 350 hotels as of 2025.
Online and specialist wine retail · 1982
Cellarmasters
Cellarmasters is a wine retail and direct-to-consumer business. It was founded in 1982 by David Thomas and acquired by Woolworths from Archer Capital in 2011. The business forms part of Endeavour's specialist wine and online retail portfolio.
Liquor delivery · 2011
Jimmy Brings
Jimmy Brings is an on-demand liquor-delivery business founded in 2011 and acquired by Woolworths in December 2017. It expanded its assortment in 2022 to include non-alcoholic drinks, snacks and convenience items. In November 2024, the service was integrated into Woolworths Group's Milkrun platform, making Milkrun the channel for its purchases.
Fine wine retail and auctions
Langton's
Langton's is Endeavour's specialist fine-wine business. It serves customers seeking premium and collectible wines through specialist retail and wine-market services. It complements the group's mainstream retail chains by addressing a more curated and high-value segment.
Beverage brands and wine portfolio
Pinnacle Drinks
Pinnacle Drinks is associated with Endeavour's portfolio of owned, exclusive and produced beverage brands. Its activities have included the development and management of wine and other drinks distributed through Endeavour's retail and hospitality channels.
Wine production and estates · 2019
Paragon Wine Estates
Paragon Wine Estates housed Endeavour's premium wine-production interests and acquired a series of Australian winery assets. These included Oakridge Wines, Josef Chromy Wines, Shingleback Wine and Cape Mentelle Vineyards. Endeavour withdrew from producing wines itself in 2026, changing the status and role of these production operations.
Business-to-business liquor delivery · 2001
Shorty's Liquor
Shorty's Liquor is a liquor-delivery business focused on corporate and business customers. It was founded by David Short in 2001, and Woolworths acquired a majority stake in 2020. The business was merged into Dan Murphy's business-to-business services in 2025.
Controversies
Brand decisions
2026
Withdraw from self-produced wineStrategyBackground
Endeavour had built a premium wine portfolio that included brands and winery assets.
Action taken
The group withdrew from producing wines itself.
Aftermath
The decision reduced Endeavour's direct role in wine manufacturing while leaving its broader retail and hospitality identity intact.
2024
Integrate Jimmy Brings with MilkrunStrategyBackground
Endeavour's Jimmy Brings delivery business and Woolworths Group's Milkrun service both served rapid-delivery customers.
Action taken
Jimmy Brings partnered with Milkrun in November and was fully integrated into the platform on 28 November.
Aftermath
Jimmy Brings purchases became available through Milkrun rather than through a separate standalone service.
2023
Investment in FortressOtherBackground
Endeavour explored opportunities connected with entertainment and emerging consumer experiences.
Action taken
The group invested A$3 million in esports company Fortress.
Aftermath
The investment broadened Endeavour's activities beyond its core liquor, wine and hospitality operations.
Investment. A$3 million (April 2023)
2021
Demerger and ASX listingM&ABackground
Endeavour's retail, hospitality and related businesses were separated from Woolworths Group.
Action taken
Endeavour Group was listed as a standalone company on the Australian Securities Exchange in June.
Aftermath
The company operated as an independently listed Australian retail and hospitality group; Woolworths later sold its residual interest in 2024.
2019
Create a dedicated Endeavour operating groupStrategyBackground
Woolworths sought to organise its alcoholic-drinks retail, hospitality and related activities in a dedicated structure.
Action taken
The businesses were brought together under Endeavour Group.
Aftermath
The restructuring established the platform that was later separated from Woolworths and listed independently.
Sources2 sources
Cite this profile: Cite the canonical profile. /brand-wiki/endeavour-group · Editorial policy · How profiles are compiled