You won’t miss a moment if you DrinkWise
Australians love to celebrate big sporting and cultural moments. The shared collective spirit of Australians, coming together to cheer on their team is a ritual common to a lot of us. Partaking in a few drinks while at these events is also a ritual many enjoy.
DrinkWise 2024 research1 showed that drinking responsibly continues to be important at events, with 95% of Australian sport fans agreeing that it’s important that people drink responsibly when attending events. While the increasing majority of people who attend events drink responsibly (90% said they drank responsibly at sporting events in 2024 compared with 87% in 2017), many can also point to times when they’ve overdone it or have had their experience lessened because of a few too many. In fact, 94% say a sporting event can be ruined if people drink too much.
DrinkWise partners with major sporting codes, events and festivals to provide moderation messaging and to remind all guests that if they are choosing to drink, they should remember why they came to the event in the first place – the focus should be on the event, not the alcohol.
To help remind sports fans, music lovers and festival goers who choose to drink at events to do so responsibly and ensure they won’t miss the most memorable moments of an event, DrinkWise continues to run the You won’t miss a moment if you DrinkWise initiative. This integrated campaign involves partnerships with sporting codes including AFL, NRL, NBL Basketball, Bowls Australia, horse racing carnivals, media, music festivals, industry, event sponsors and many other events around the country.
You won’t miss a moment if you DrinkWise venue signage, social media posts, wristbands, menu boards, bar staff t-shirts, stadium screen signage, ticket messaging, in-app notifications, as well as television, big screen and radio messaging is seen and heard at these events. These resources are a consistent reminder for sports and music fans that if they choose to drink to do so in moderation.
Unmissable Moments
To help keep the event the focus, not the alcohol, DrinkWise has also developed a suite of Unmissable Moments commercials. Featuring prominent sporting and cultural stars the commercials showcase how important iconic sporting moments are to Australians. The premise serving as a reminder to viewers that if they’re consuming alcohol while watching sport, to do so in moderation, so they too can recall the ‘great moments’.
This initiative was developed in the knowledge that many Australians enjoy a drink while attending or watching a sporting contest. However, drinking to excess and missing great sporting moments ruins the experience for the viewer and those around them. Reducing alcohol intake, on the other hand, will allow those moments to become memories and be retold again and again…and again.
The campaign
DrinkWise has partnered with the NRL since 2018 to further promote responsible attitudes and behaviours towards alcohol consumption in the NRL community. The partnership includes moderation messaging at all NRL Premiership matches as well as naming rights partner of the DrinkWise Try of the Year which celebrates the amazing moments on the field each week via an interactive fan voting platform.
The partnership also includes a program which educates players, NRL officials and fans about the importance of drinking in moderation.
The partnership was launched with a new You won’t miss a moment if you DrinkWise TV advertisement featuring NRL stars, including NRL legend Wally Lewis.
DrinkWise and NRL partnership TVC
The You won’t miss a moment if you DrinkWise message is also promoted through a series of Unmissable Moments commercials featuring AFL legends. By recounting their memories of iconic AFL moments, the famous AFL identities remind viewers that if they’re consuming alcohol while watching AFL games, to drink moderately so they won’t miss the great ‘moments’.
DrinkWise has partnered with both Melbourne United and the Perth Wildcats to promote the importance of moderation at basketball events. Through LED and big screen messaging, DrinkWise reminds fans and players to drink responsibly. The partnerships includes a series of Unmissable Moments content, with Melbourne United and Perth Wildcats players sharing their best moments in the lead up to all matches to remind all fans to witness the great moment on offer and to not miss any of the action. Additionally, zero-strength alcohol options are provided at Melbourne United corporate events, ensuring guests can enjoy the game with non-alcoholic choices.
DrinkWise partners with the Victorian Racing Club enabling year-round DrinkWise messaging during all major race days at Flemington and with the Australian Turf Club to ensure moderation messages are seen across all four race venues including Royal Randwick, Rosehill Gardens, Canterbury Park and Warwick Farm. These partnerships aim to remind all race-goers of the importance to moderate their alcohol consumption on race-days and to always ‘walk out a winner’ by drinking water and consuming food. Messaging is included on:
- track signage
- Flemington Station signage
- licensed area display signage
- facebook reminders
- social messaging
- messaging in racebooks.
The approach has proved successful and is amplified by additional race sponsorships.
DrinkWise partners with a range of music events and festivals to remind music lovers that the focus should be on the event, not on the alcohol. DrinkWise messaging features across:
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Backed by research and evaluation
As an evidence-based organisation, DrinkWise relies on key independent research and clinical advice to underpin our campaigns and programs. We view evaluation as an essential part of continuous learning and quality improvement. It informs our decision-making, builds knowledge and ensures DrinkWise campaigns and programs remain socially and culturally relevant. In 2024 DrinkWise commissioned tracking research1 to understand consumer attitudes towards drinking alcohol while watching or attending events. Some of the findings include:
- DrinkWise ‘You won’t miss a moment’ research, 2024.
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