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flag Endeavour Group's sales rose 0.7% to $5.4B, but profit forecast dropped due to new pricing under new CEO, despite record December sales.

flag Endeavour Group, owner of Dan Murphy's and BWS, reported a 0.7% sales increase to $5.4 billion for the 27 weeks ending January 4, but first-half profit is expected to drop to $400–411 million, down from $437 million last year. flag The decline is attributed to a new pricing and promotion strategy under CEO Jayne Hrdlicka, who took over January 1. flag Despite lower profits, the company saw record December sales, including a new daily high on Christmas Eve, signaling strong customer response to lower prices. flag Shares fell to a two-month low.

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