What DrinkWise does

DrinkWise Australia Limited is a private, industry-funded not-for-profit public health organization headquartered in South Melbourne, Victoria. Founded in 2007, the company delivers evidence-based alcohol education and moderation messaging targeted at Australian parents, young adults, under-18s, adults, Indigenous Australians, and school leavers. It is governed by a board comprising community directors and industry nominee directors representing the Spirits Council of Australia, Australian Hotels Association, Australian Grape & Wine, Brewers Association of Australia, and Retail Drinks Australia, and it operates as a self-regulatory body in partnership with the Australian Government.

The company's core offerings are free educational tools and recurring public health campaigns. Technical assets include the Standard Drinks Calculator, the Alcohol & Your Health Tool, downloadable Standard Drinks Posters in A4/A3/A1 formats, the Bounce Back podcast, and a library of campaign videos. Active campaigns include 'Always respect, always DrinkWise' (NRL State of Origin and AFL Gather Round), 'Never Have I Ever' (mental health), Schoolies (with Smartraveller), 'It's okay to say nay' (parental influence), FASD Awareness, Indigenous Alcohol Education Resources (co-developed with 13YARN, Wanta Aboriginal Corporation, and Richmond FC's Korin Gamadji), the NSW Police Domestic Violence Awareness Cup, 'Stay tasteful while tasting', and 'Lighter Choice. Better Bowls'. Content is reviewed by WriteSource Medical and mapped to Australian Alcohol Guidelines and the Indigenous Social and Emotional Wellbeing Framework.

DrinkWise is funded through contributions from alcohol industry bodies, Australian Government grants (notably for the FASD program), and co-funded campaigns with Queensland and NSW licensed venue associations (Queensland Hotels Association, Clubs Queensland, ClubsNSW). It has a small staff of 1-10 employees and distributes content through its own website and social channels, sporting event activations, licensed venues, 284 community radio stations, the Imparja television network (200+ remote Indigenous communities, 75,000 homes), and the Department of Education's Student Wellbeing Hub. There are no disclosed revenue figures, no funding rounds, no M&A activity, and no commercial pricing; all resources are provided free of charge.

Name

DrinkWise

Legal name

DrinkWise Australia Limited

Website

https://drinkwise.org.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

DrinkWise Australia Limited is a Melbourne-based, industry-funded not-for-profit that delivers evidence-based alcohol education and moderation campaigns to Australian parents, young adults, under-18s, adults, Indigenous Australians, and school leavers through sporting, government, and community partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Government Funding: DrinkWise receives funding from Australian Government for public health campaigns, particularly for FASD awareness and alcohol education programs.
2. Industry Contributions: Funded by alcohol industry bodies including Spirits Council of Australia, Australian Hotels Association, Australian Grape & Wine, Brewers Association of Australia, and Retail Drinks Australia through board nominee directors.
3. Partnership Co-funding: Jointly funded campaigns with government and industry partners including Queensland Hotels Association, Clubs Queensland, ClubsNSW, and sporting organizations.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

DrinkWise is an Australian not-for-profit public health organization that delivers free, evidence-based alcohol education through digital tools (Standard Drinks Calculator, Alcohol & Your Health Tool), downloadable resources (Standard Drinks Poster), and a portfolio of public health campaigns addressing FASD, underage drinking, binge drinking, mental health, Indigenous alcohol education, and moderation at sporting events. It is funded by the Australian alcohol industry and the Australian Government and distributes messaging through partnerships with the NRL, AFL, NSW Police, Indigenous organizations, and licensed venue associations.

Product overview

DrinkWise is an Australian public health organization focused on alcohol education and moderation. The organization operates a suite of educational tools (Standard Drinks Calculator, Alcohol & Your Health Tool) and downloadable resources (Standard Drinks Poster), alongside multiple public health campaigns targeting different audiences including young adults (Never Have I Ever, Schoolies), parents (It's okay to say nay), sporting communities (Always respect always DrinkWise with NRL/AFL), Indigenous communities (Indigenous Alcohol Education Resources), and venue patrons (ClubsNSW partnership). Key campaigns address fetal alcohol spectrum disorder prevention, domestic violence awareness, and responsible drinking during sporting events. The organization also produces the Bounce Back podcast series for mental health promotion. These offerings are free public health resources, not commercial products.

Differentiator

Problem solved

Functional benefit

Products and services

• Standard Drinks Calculator Free online calculator that provides a guide to the average amount of standard drinks in different beverages based on an average restaurant serving size, helping Australians understand alcohol content.
• Standard Drinks Poster Free downloadable educational poster providing a handy guide to the number of standard drinks in different types of alcohol, available in A4, A3, and A1 sizes for display in homes, venues, and community settings.
• Alcohol & Your Health Tool Free interactive web tool that helps users understand how alcohol affects their body and health.
• Always respect, always DrinkWise Campaign Sports-focused public health campaign running during NRL State of Origin and AFL Finals series to promote moderation, respect, and safe alcohol consumption at sporting events, supported by NRL and AFL ambassadors and state governments.
• Never Have I Ever Campaign Mental health campaign designed to prompt self-reflection, open up conversations about mental health, and provide a clear pathway to advice and support for those who may be using alcohol to try to cope with stress and anxiety.
• Schoolies Campaign Safety campaign for Australian school-leavers providing practical tips for safe and mindful alcohol consumption during Schoolies celebrations, in partnership with the Australian Government's Smartraveller.
• It's okay to say nay Campaign Parental influence campaign addressing that most Australian parents don't supply underage teenagers with alcohol and encouraging parents to maintain alcohol-free environments for minors.
• Fetal Alcohol Spectrum Disorder (FASD) Awareness Program Educational program reminding Australians about the importance of not drinking alcohol when planning a pregnancy, when pregnant, or when breastfeeding - that FASD is 100% preventable.
• Indigenous Alcohol Education Resources Educational videos, student resources, and teacher resources developed with Indigenous clinical psychologists, 13YARN, Richmond Football Club's Korin Gamadji, featuring Indigenous artists and role models like Baker Boy and Daniel Rioli.
• NSW Police Domestic Violence Awareness Cup Rugby league gala day supporting NSW Police in raising awareness of domestic and family violence among school students, with participation from NRL players and support services.
• Stay tasteful while tasting Campaign Innovative campaign providing winery cellar door visitors with tasting tracker scratchies and education resources to help monitor consumption and understand standard drinks.
• Bounce Back Podcast Podcast series hosted by Dr Andrew Rochford featuring prominent Australians discussing resilience and overcoming adversity, promoting wellbeing and mental health during COVID-19 and beyond.
• Lighter Choice. Better Bowls Campaign Partnership with Bowls Australia encouraging older Australians to reduce their alcohol consumption with practical tips and resources.

Quantifiable outcome

• 89% of Australian parents aren't supplying their underage teenagers with alcohol
• +4 more outcomes

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• ClubsNSWcoreGTM or Marketing Partner · 1 January 2025DrinkWise partnered with ClubsNSW to expand moderation, respect and support campaign into New South Wales. With NSW Government and NRL support, campaign reminds patrons about moderating alcohol consumption and being respectful. Features NRL star Zac Lomax. Materials displayed in ClubsNSW licensed venues.
• NSW Police ForcecoreStrategic or Co-development Partner · 1 January 2024DrinkWise supports NSW Police Domestic Violence Awareness Cup - rugby league gala days for students raising awareness about domestic and family violence. NRLW players Ella Koster and Montaya Hudson attend events. Cup expanded to St George and Hunter Region areas.
• Australian Government's SmartravellercoreGTM or Marketing Partner · 1 January 2024DrinkWise partnered with Smartraveller for Schoolies campaign. Two short videos - one for parents and one for school-leavers - help young people celebrate safely. Features medical advice from Dr Andrew Rochford and messages from families of methanol poisoning victims.
• WriteSource Medical (WSM)minorOthers · 1 January 2024Website content reviewed and edited by WriteSource Medical in 2024. WSM is a bespoke medical writing, data management and biostatistics consultancy providing services to academic, government and pharmaceutical sectors.
• Australian GovernmentcoreGTM or Marketing Partner · 1 January 2018Australian Government partnered with DrinkWise in 2018 to produce FASD educational campaign featuring Indigenous actors Deborah Mailman and Aaron Pedersen. Partnership launched at Parliament House with support from Aboriginal and Torres Strait Islander Social Justice Commissioner.
• Queensland Hotels Association (QHA)coreGTM or Marketing PartnerDrinkWise collaborates with QHA on moderation and respect campaigns in Queensland licensed venues. Campaign includes themed posters, coasters, digital assets and social media messaging targeting adult audiences.
• Clubs QueenslandcoreGTM or Marketing PartnerPartnership to reinforce moderation and respect in Queensland community clubs including sporting, RSL, golf, bowls and surf lifesaving clubs. Social media messaging on mental health and support services.
• 13YARNcoreStrategic or Co-development PartnerNational crisis support line for Aboriginal and Torres Strait Islander people. DrinkWise partnered with 13YARN to develop awareness messages, social media geo-targeted campaigns, and 15-second commercials featuring Daniel Rioli on Imparja network. Partnership includes alcohol education resources and support service referrals.
• Richmond Football Club - Korin GamadjicoreStrategic or Co-development PartnerRichmond FC's centre for Indigenous leadership collaborated on Indigenous Alcohol Education Resources. Features Baker Boy (Danzal Baker) and AFL footballer Daniel Rioli. Student and Teacher Resources developed with Indigenous clinical psychologists, artists and graphic designers.
• Wanta Aboriginal CorporationcoreStrategic or Co-development PartnerDrinkWise supported Wanta Aboriginal Corporation (2020-2024) for youth education programs. Alcohol education sessions delivered in remote schools, bush camps, and Wanta Cup Events across Northern Territory. Travelling cinema covered 42,000km visiting remote communities.
• National Rugby League (NRL)coreGTM or Marketing PartnerDrinkWise 'Always respect, always DrinkWise' campaign partners with NRL for State of Origin series. Features NRL coaches and players as ambassadors promoting moderation and respectful behavior during major sporting events.
• Australian Football League (AFL)coreGTM or Marketing PartnerDrinkWise moderation campaigns at AFL Gather Round and Finals series. Features AFL coaches (Patrick Dangerfield, Gavin Wanganeen) and players promoting responsible drinking and respectful behavior.
• Aboriginal Medical ServicesminorStrategic or Co-development PartnerFASD videos and digital messaging promoted in 271 rural and remote general practice waiting and staff rooms. Videos placed on Aboriginal Health Television Network shown across Aboriginal Medical Services nationwide.
• Australian Government Department of EducationcoreChannel Partner/ Reseller/ DistributorIndigenous Alcohol Education Videos, Teacher Resources and Student Resources available via Student Wellbeing Hub - online portal for educators, students and parents in all Australian states and territories.
• 1800RESPECTcoreOthersNational sexual assault, domestic and family violence counselling service. DrinkWise refers users experiencing domestic/family violence or those whose behaviors impact family safety to 1800RESPECT (1800 737 732) for support.
• LifelinecoreOthersNational charity providing 24-hour crisis support and suicide prevention services. DrinkWise refers users to Lifeline (13 11 14) and text service (0477 131 114) for those struggling with alcohol or mental health issues.
• Black Dog InstituteminorStrategic or Co-development PartnerSpecial Bounce Back podcast episode featuring Professor Gordon Parker of Black Dog Institute discussing overcoming burnout and ways to bounce back from COVID-19.
• ReachOutminorOthersOnline mental health support service for young people. DrinkWise refers young people to ReachOut and partnered on 'Never Have I Ever' campaign for mental health support.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Drinkaware (UK): UK-based, alcohol-industry-funded social marketing body delivering evidence-based drinking education, campaigns, and digital tools. Closest international analogue to DrinkWise in funding model, mission, and product set (calculators, campaigns, support referrals).
• Foundation for Alcohol Research and Education (FARE): Australian not-for-profit focused on alcohol harm prevention, policy advocacy, and public education. Directly comparable mission and Australian footprint to DrinkWise, with a stronger advocacy/policy emphasis.
• Alcohol and Drug Foundation (ADF): Australian harm-prevention organization delivering drug and alcohol education programs to schools and communities. Comparable Australian footprint and education-driven mission, with broader drug scope.
• Alcohol Focus Scotland: Scotland's national alcohol harm-prevention charity. Comparable mission, campaigns, and support-service referral model, though funded independently of industry rather than via industry contributions.

Broad incumbents

• International Alliance for Responsible Drinking (IARD): Global not-for-profit supported by major beverage producers that sets standards on responsible drinking and supports national social-marketing bodies. Industry-funded umbrella structurally similar to DrinkWise but operating globally.
• Alcohol Health Alliance UK: UK coalition of medical, health, and policy organizations advocating for alcohol harm reduction. Comparable public-health mission and government-facing advocacy role, but coalition-based rather than campaign-delivery focused.
• Cancer Council Australia: Major Australian public-health NGO with significant alcohol-related cancer prevention programming. Comparable Australian non-profit scale, government co-funding, and health-education distribution model.
• Eurocare (European Alcohol Policy Alliance): European umbrella organization advocating for alcohol harm prevention policy. Comparable public-health mandate but policy/advocacy orientation rather than direct consumer campaign delivery.

Regional players

• Educ'alcool (Quebec): Quebec-based non-profit focused on alcohol education and moderation messaging. Comparable educational tools and campaign model, but operating in a distinct linguistic and regulatory market.

Others

• Public Health Association of Australia (PHAA): Australian peak body for public-health professionals; adjacent rather than competing. Shares the public-health advocacy ecosystem and Australian footprint that DrinkWise operates within.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/DrinkWiseAus
• YouTubeyoutube.com/user/DrinkWiseAU
• Facebookfacebook.com/DrinkWiseAus
• LinkedInlinkedin.com/company/drinkwise-australia
• Instagraminstagram.com/drinkwiseaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DrinkWise