DrinkWise and Mark Ricciuto Launch ‘Always Respect’ Campaign for Gather Round 2026

DrinkWise has partnered with Australian football legend, Mark Ricciuto, and the South Australian Government to promote a message of moderation and respect.

The “Always respect, always DrinkWise” campaign aims to ensure the influx of thousands of interstate and local fans does not lead to an increase in alcohol-related harm or antisocial behaviour.

The initiative brings together a broad coalition of stakeholders, including South Australia Police (SAPOL), Adelaide Metro, and critical support services such as 1800RESPECT, No to Violence, and 13YARN.

South Australia Police have confirmed a heightened presence at Adelaide Oval, Norwood Oval, and Barossa Park.

Superintendent, Shane Johnson, warned that SAPOL will be actively targeting drink and drug driving, as well as antisocial conduct. To support responsible choices, Adelaide Metro is providing free public transport for fans, a move supported by the “THINK! Road Safety” initiative.

Former Adelaide Crows captain Mark Ricciuto, now a prominent publican, emphasised the long-term value of responsible hosting.

“The best nights are the ones you remember for the right reasons.”

“Pace yourself, look out for your mates, and respect everyone around you,” Ricciuto said. 

DrinkWise Shifting Attitudes Toward Game-Day Consumption

Data released by DrinkWise ahead of the 2026 event suggests a positive shift in fan culture. According to CEO Simon Strahan, 94% of surveyed AFL fans agree on the importance of responsible drinking at major events, while 86% report feeling no social pressure to consume alcohol during matches.

However, the campaign addresses a specific risk: the “excitement gap.” Approximately 31% of fans admit to occasionally consuming more than intended due to the high-energy atmosphere of major sporting fixtures. “We don’t want to moderate the excitement of Gather Round, but we do want fans to moderate their drinking,” Strahan noted.

Tactical Deployment and Visibility

The campaign will utilise a high-visibility, multi-channel rollout across Adelaide to reach fans at every touchpoint of their journey:

• Mobile Messaging: Messaging trucks will circulate through high-traffic city zones and venue perimeters.
• Point-of-Sale Integration: Moderation reminders will be displayed at Adelaide Oval on beer taps, digital screens, and payment terminals.
• Retail & Hospitality: Messaging will be featured across Coles Liquor, Endeavour Group, and Australian Hotels Association (AHA) venues.
• Regional Reach: In a nod to the Barossa fixtures, Australian Grape & Wine will display “Stay tasteful while tasting” signage at regional cellar doors.

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