Endeavour Group (ASX:EDV), the S&P/ASX 200 company behind Dan Murphy's, BWS and the ALH pub network, is turning one of its least visible Assets into a product. The group has partnered with Sydney-based analytics firm Quantium to launch Distilled Data, a platform that will give wine, beer and spirits suppliers paid and free access to insights drawn from shopper behaviour across more than 1,700 Dan Murphy's and BWS stores.

The short answer to how Endeavour plans to monetise its customer data is through a tiered access model for trade partners. smaller producers will be offered a complimentary scorecard, while larger suppliers can buy into more advanced analytics, including regional and suburb-level views of demand. The reported that, for the first time, the liquor retailer will allow suppliers access to information derived from millions of loyalty members to help with product development.

What Endeavour announced

Endeavour and Quantium unveiled Distilled Data on 22 September 2026, describing it as an AI-powered insights engine that combines retail sales and shopper information from the two retail banners. The platform is powered by Quantium's Q.Checkout artificial intelligence technology.

the platform provides store-level shopper behaviour analytics down to the suburb level, and offers features aimed at product innovation and ranging, localised Demand forecasting and promotional planning. Users will also be able to query the analytics using natural language, rather than needing specialist data teams to interpret results.

Trade partners are scheduled to begin accessing the system in October 2026, with Endeavour saying it will provide dedicated onboarding and category management training. Reporting by noted that the information is based on aggregated shopper data and point-of-sale analytics, an important distinction given ongoing community sensitivity about how retailers use loyalty program information.

What management said

The companies also pointed to how quickly drinks tastes are changing, noting analysis that some of today's top-selling beverages did not exist three years earlier. That is the commercial logic behind the platform: suppliers that can spot shifts in demand earlier may be better placed to design, price and range new products.

Why the data matters to Endeavour

Retail media and data monetisation have become a significant theme for large Australian retailers, because they allow a Business to earn income from information it already collects while trading. For Endeavour, which was demerged from Woolworths in 2021, the attraction is clear. Dan Murphy's and BWS together make up a national liquor retail footprint, and the group operates more than 2,000 retail stores and hotels in total,.

The timing is also notable. Endeavour's FY26 result, released on 24 August 2026, showed the retail business under pressure. Group sales rose 1.3 per cent to $12.21 billion, but underlying EBIT fell 8.7 per cent to $845 million and underlying net profit after tax dropped 14.8 per cent to $363 million,. Statutory net profit fell to $52 million after pre-tax significant items of $372 million, which included impairments, asset write-downs, restructuring costs and a provision linked to the closure of a Melbourne distribution centre.

When a retailer is deliberately sacrificing Margin to win volume, additional income streams that do not rely on selling more bottles can help. Endeavour has not disclosed how much Revenue it expects Distilled Data to generate, so any financial contribution remains unquantified for now.

How suppliers could use it