Dan Murphy's competes principally with Coles Group brands First Choice Liquor, Vintage Cellars and Liquorland.

[4] Murphy was heavily involved in the Australian wine industry, and he was a friend to influential winemakers, including Maurice O'Shea and Max Schubert.

[9] In addition to its physical stores, Dan Murphy's also operates danmurphys.com.au, which is responsible for more than 50% of online sales of alcohol in Australia.

[14] The original Daniel Murphy had a similar strategy, with his below-cost marketing being cross-subsidised by fraudulent avoidance of sales tax to the detriment of his competitors, who could not match his prices.

[15] Another major concern amongst rival liquor retailers has been Woolworths' aggressive acquisition strategy, buying up small independent stores to increase market share against main rival Coles Group,[16][17][18] or opening up new stores, placing pressure on existing retailers by taking away sales.