One of Australia’s biggest liquor giants has been banned from operating in a tourist town due to the potential “harm” it could cause to the community.
Dan Murphy’s application to open a store in Daylesford, 103 kilometres north-west of Melbourne, has been rejected after 200 residents opposed the proposal with the backing of the local council.
The city, which will host Channel Nine’s hit series The Block next year, welcomed the landmark decision by the Victorian Liquor Licensing Commission (VLLC), which was announced on Wednesday.
It was the first time The new definition of “harm” had been used under the Alcoholic Beverage Control Reform Act to deny a license.
The VLLC ruled that The risk of harm to the Daylesford community outweighed any positive benefits.
“The decision was made on the basis that granting the licence could pose a public risk, encourage harm… and have adverse social impacts,” said Hepburn County Council chief executive Bradley Thomas.
‘The Commission concludes that there is a significant risk that the granting of the licence will result in an increase in the secondary supply of alcohol to underage people in Daylesford and in increased underage drinking and harm arising from underage alcohol misuse and abuse.’
Dan Murphy’s application to open a store in Daylesford, a town 103km northwest of Melbourne, has been rejected by the Victorian Liquor Licensing Commission.
Two hundred residents opposed the liquor giant’s request to set up shop in the town, fearing it would harm the community.
Mr Thomas added that the decision was also motivated by “a number of factors”, including: local, social, demographic and geographical circumstances.
Local business owners welcomed the ruling.
“We were determined to do the impossible as a community,” distillery owner Basil Eliades told ABC.
“We are extremely relieved and grateful for this decision.”
A spokesperson for Endeavor Group, representing Dan Murphy, he told the Herald Sun It was “reviewing next steps” following the VLLC ruling.
The spokesperson added that at Endeavour Group “we take our responsible service obligations very seriously”.
“We have a strong track record in promoting responsible consumption,” they said.
“We have always worked in close consultation with local stakeholders and will continue to do so.”
Daily Mail Australia has contacted Endeavour Group for further comment.
Daylesford (pictured) is home to 2,781 permanent residents, according to the 2021 census.
Looking ahead, Mayor Brian Hood is optimistic about the positive impact Daylesford would have from hosting The Block next year.
“The production is expected to provide a boost to the local economy,” Hood said in July.
‘We strongly encourage producers, contestants and support staff to buy and eat local to ensure the economic benefits go back into our community.’
Founded in 1852 as a gold mining town, Daylesford has a permanent population of 2,781.
Known for its stunning natural beauty, historic charm and vibrant local culture, the city’s population skyrockets on weekends and during holiday periods.