Woolworths (ASX:WOW) share price rises on Endeavour demerger update James Mickleboro | May 10, 2021 10:14am | More on: At the time of writing, the retail conglomerate’s shares are up 1.5% to $40.00. Why is the Woolworths share price rising? Investors have been buying the company’s shares following the release of an update on its Endeavour Group plans. According to the release, the Woolworths board has determined that a demerger is likely to enhance shareholder value over time and is preferable to other available options. The company notes that the proposed demerger is the final step in a process that involves the combination of Woolworths Group’s drinks and hospitality businesses to form Endeavour Group through a restructure of Endeavour Drinks and subsequent merger with ALH Group.