First Choice Liquor partners with Queensland Rugby League

November 17, 2023
By Melissa Parker

Queensland Rugby League has announced a three-year partnership with First Choice Liquor Market. The agreement will make the drinks retailer the Queensland Maroons’ first liquor retail partner. 

First Choice Liquor Market also becomes the Official Coaches Partner of the Queensland Maroons, with head coaches Billy Slater and Tahnee Norris’ boxes and shirts branded with the First Choice Liquor Market logo. 

Coles Liquor’s Head of First Choice Liquor Market, Michael Bornholdt said the retailer was thrilled to be the Official Liquor Retail Partner of the Queensland Maroons as the men’s team go into pursuit of a third-straight Origin series win and the women’s team attempts a back-to-back victory in 2024. 

“State of Origin is one of the most-loved events in the Aussie sporting calendar, and we couldn’t be more proud to support the Queensland Maroons as their Official Liquor Retail Partner for the next three years,” Bornholdt said.

“Just like the Maroons, First Choice Liquor Market has plenty of Queensland fans, with over one-third of all our stores located in the sunshine state. We also had a major win this year when we were voted the Best Liquor Retailer in Australia for 2023 by Canstar Blue, scoring five stars for our checkout experience, customer service, store layout, deals and overall satisfaction,” he said.  

Queensland Rugby League CEO Ben Ikin is delighted with the partnership, particularly following a season of record participation growth of 5%, driven by regional centres such as Ipswich, Townsville and the Gold Coast.

“It’s our pleasure to welcome First Choice Liquor Market as Queensland Maroons’ first-ever Official Liquor Retail Partner,” Ikin said.

“This partnership allows us to further invest in all levels of the game, from community rugby league through to our pathway programs and competitions, as we strive to create opportunities for all participants to enjoy our great game.”

The partnership comes as the Maroons’ look to continue their strong recent form with the men’s Origin team,while the Harvey Norman Queensland Maroons look to build on the success of the 2023 series, which saw the team lift the shield following a thrilling two-match series.

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