DrinkWise has teamed up with National Rugby League (NRL) “immortal” and Australian Kangaroos Head Coach Mal Meningaahead of the 2025 Ampol State of Origin series to ensure fans remain focused on the action on the field, particularly moderating alcohol if drinking and respecting fellow fans.
Further supported by the Queensland Government, NRL and support services, the campaign encourages fans to look out for one another and celebrate responsibly, whether they’re watching from the stands, the pub or the couch.
This marks Mr Meninga’s second campaign with DrinkWise, as he continues to use his platform to drive awareness around respect, safety and moderation.
“State of Origin is one of the biggest events on the sporting calendar. It’s a time that brings mates and families together to celebrate the passion and rivalry that make rugby league and Origin so special. But it’s about creating an atmosphere that will have every passionate fan – whether supporting the Maroons or the Blues – having experienced a great game, which means moderating your consumption if drinking and respecting those around you. Origin is about creating great memories and that is only possible if it’s a safe, enjoyable environment for everyone,” said Mr Meninga.
DrinkWise research shows that the overwhelming majority of NRL fans support responsible drinking, with 90% reporting they typically drink responsibly at sporting events and 95% believing it’s important for others to do the same. Furthermore, 93% of fans agree that excessive drinking can spoil the enjoyment of a sporting event, underscoring the strong community desire for a respectful and positive atmosphere*.
At the same time, 86% of fans think that having a drink or two is part of Australian tradition, emphasising the need for increased education surrounding moderation throughout the series.
DrinkWise Chief Executive Officer Simon Strahan said:“State of Origin is a highlight of the Australian sporting calendar and the Always respect, always DrinkWise campaign is all about reminding fans to enjoy every moment by making safe and responsible decisions. We don’t want to moderate the excitement around Origin, but we do want people to moderate their consumption.
“Whether you’re at Suncorp Stadium, a licensed venue or watching from home, the message is clear: celebrate Origin but do so in a way that ensures you and everyone around you has a great experience, so be respectful to those around you and reach out to support services if you need help or advice,” said Mr Strahan.
NRL Chief Executive Officer Andrew Abdo said:“State of Origin is much more than a game, it’s a celebration of the greatest rivalry in Australian sport. Supporting DrinkWise and this important campaign demonstrates our commitment to promoting a culture of positive behaviour, where respect and responsibility are at the heart of the State of Origin experience.”
Queensland Minister for Police and Emergency Services Dan Purdie said:“Origin means everything to Queenslanders. But win or lose, what matters most is how we celebrate.
“Safe, respectable and responsible behaviour ensures everyone can share in the spirit of Origin and make it a night to remember for all the right reasons. For those choosing to have a drink while watching the game, make sure it’s in moderation,” said Mr Purdie.
Across the State of Origin series, the Always Respect, Always DrinkWise campaign will feature on geo-targeted socials, as well as posters and digital messages in Coles Liquor, Endeavour Group and Retail Drinks Australia member stores. The campaign will also be supported by Clubs Queensland, Queensland Hotels Association, ClubsNSW and other venue operators.
