Coles Liquor launches initiative to encourage customers to Drinkwise

November 16, 2023
By Melissa Parker

Coles Liquor has partnered with not-for-profit DrinkWise to introduce new in-store signage offering customers an easy way to access support services if they need help managing their alcohol consumption or behaviour.  

Customers at any one of the 960 national Liquorland, First Choice Liquor Market and Vintage Cellars stores can scan a QR code or tap their mobile device, which will take them to the DrinkWise website that features a range of support services, including the National Alcohol and Other Drug Hotline, Lifeline, Beyond Blue, Alcoholics Anonymous, 1800RESPECT, Men’s Referral Service and 13YARN. 

The rollout follows extensive trials that took place at several stores in Queensland, New South Wales, South Australia and Western Australia, where the signage received a positive response from customers and Coles Liquor team members. 

New QR code decals, at the Liquorland Southland Store, on Tuesday 31st October. Picture : Nicki Connolly

Coles Liquor General Manager Operations Steve Hugginson said the initiative speaks to Coles Liquor’s continued efforts to help customers purchase and consume alcohol in a safe way. 

“Serving customers safely and responsibly is a key priority for our business so we’re proud to be able to introduce the new DrinkWise signage in all our stores across the country,” said Hugginson.

“The signs use innovative technology that makes accessing support quick, easy and discrete, and links to really valuable services for those who need help managing their relationship with alcohol,” he said.

DrinkWise Chief Executive Officer Simon Strahan said the signage ensures those struggling with alcohol consumption are aware of how to access support. 

“This is an important initiative to remind customers who are choosing to purchase and drink alcohol that if they or someone they know is having trouble managing their consumption, asking for help is okay and there are support services available,” said Strahan.

“While the majority of Australians are choosing to drink responsibly, there are still some who are drinking at risky levels, engaging in anti-social behaviour or turning to alcohol as a coping strategy. That’s why we’re increasing our efforts, through partnerships like this one with Coles Liquor, to ensure Australians can easily access support,” said Strahan. 

The launch of the new signage builds on other initiatives Coles Liquor has undertaken to promote the safe and responsible service of alcohol, including the introduction of a national self-exclusion process for all retail liquor stores and online to provide an additional way for customers to help manage their alcohol consumption, as well as mandatory RSA and ID25 training for any team member involved in the sale, supply or delivery of alcohol.

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