Endeavour Group doubles down on responsible service of alcohol this Schoolies season

Endeavour Group stores, venues and delivery drivers in popular Schoolies locations across the country are gearing up to crack down on any attempts by minors accessing alcohol and adults trying to supply minors with alcohol this Schoolies season.

“We always refuse service if we believe an adult is purchasing alcohol on behalf of a minor, and during schoolies season our store teams and security guards will be on high alert,” said Endeavour Group Managing Director Steve Donohue.

The leading drinks and hospitality business is rolling out a refreshed Schoolies program in almost 250 BWS and Dan Murphy’s stores and over 50 ALH hotels, as well as its ecommerce businesses, including delivery drivers. 

“Through our store and hospitality teams we are closely connected to the communities we serve, and by working closely with local communities across the country, we have been able to identify which venues and retail stores to focus on this schoolies season,” Mr Donohue explained. 

In stores, the program includes extensive signage and displays to reinforce the ID25 and Don’t Buy it For Them policies to customers and team members.

The program is set to remind customers that anyone who appears under the age of 25 will be checked for ID, and that it is a crime to purchase alcohol for someone under the age of 18. It is a crime to supply alcohol to minors, and offenders face serious penalties*.

Stores and hotels in popular Schoolies areas will also have decals from DrinkWise to remind Schoolies of how excessive and irresponsible consumption can ruin their Schoolies experience as well as reputation. 

“DrinkWise is working with retailers, including Dan Murphy's and BWS, to display moderation messages within liquor stores to remind Schoolies to stay classy when celebrating," DrinkWise CEO Simon Strahan said.

The decals invite Schoolies to scan QR codes to experience an augmented reality scenario, illustrating the unwanted outcome of excessive consumption and why it is important to responsibly enjoy Schoolies.


It has been a challenging year for students having to do homeschooling, and according to DrinkWise research from September, many have felt disconnected.

"With over a third of Year 12s not feeling connected to those around them during 2021, it is natural that they will now want to experience some newfound freedom and celebrate the end of school. However, after such a hard year of enduring restrictions, homeschooling and missed events, we'd encourage school leavers not to waste the opportunity to reconnect with friends. If of legal age and choosing to drink, only do so in moderation and make sure you're looking out for your friends and keeping everyone safe," Mr Strahan added. 

Endeavour Group is a recognised industry leader in the responsible service of alcohol. 

"We strive to exceed legal and regulatory compliance via a range of voluntary initiatives designed to reduce harm and lift the overall industry standard, and by working closely with health experts, regulators, government and industry,” Mr Donohue said. 

Schoolies festivities kick off 20th November in some states and end on 10th December.

*NSW: Fines up to $11,000 and/or 12 months’ imprisonment. 

  VIC: Fines up to $21,809

  ACT: Fines up to $3,200

  NT: Fines up to $13,300

  QLD: Fines up to $11,028

  SA: Fines up to $10,000

  TAS: Significant fines or jail term up to 12 months 

  WA: Fines up to $10,000 for each underage drinker involved.

For more information or interviews, please contact [email protected] 

About Endeavour Group

Endeavour Group is Australia’s leading retail drinks and hospitality business, with more than 28,000 team members united around the group’s purpose of “creating a more sociable future together”. Its portfolio of trusted brands includes Dan Murphy’s and BWS, as well as the nation’s largest portfolio of hotels, including many Australian icons such as Brisbane’s Breakfast Creek Hotel and Melbourne’s Young & Jackson Hotel. In total, Endeavour Group has almost 2,000 retail stores and hotels across Australia.  

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