This year marked the first time International Men’s Day was recognised collectively across the drinks industry. The focus was on practical ways to support men’s wellbeing by creating space to move, talk and check in.
Throughout the month, the Drinks Association shared articles and resources that supported these activities and helped create a consistent thread across the industry. The result was a strong first step, with positive engagement and a clear foundation to build on in future years. Below is a snapshot of activity from across the industry.
Australian Vintage
Australian Vintage marked International Men’s Day by spotlighting Territory Manager Ben Shapcott and his experience taking 26 weeks of primary carer parental leave – a benefit that reflects the company’s commitment to supporting modern families.
Ben shared openly about the joy, the growth and the sense of purpose that came from stepping into the primary carer role. For him, the time at home brought deeper emotional awareness, renewed empathy and the chance to be fully present during the earliest milestones of his daughter’s life. It also strengthened his relationship with his partner, Rachelle, whose postdoctoral research career is at a critical stage.
“Be a trailblazer,” he encourages other men. “This isn’t stepping back; it’s stepping into a role that shapes your child’s world and transforms you in the process.”
Coles Liquor
Coles Liquor activated Talk More, Move More by hosting a walk to a nearby park for coffee, cupcakes, a kick of the footy and a friendly cricket match, creating a relaxed space to move, talk and connect.
“Mental health matters for everyone,” said Chief Executive Liquor, Claire Lauber. “Alongside the Drinks Association, we’re helping to break stigma and foster a culture where wellbeing is prioritised together. Connection and conversation are powerful tools and together, we can make them part of everyday life.”
Coles Liquor also brought state teams and SSC colleagues together for a “Walk and Talk” event — reinforcing that simple, social moments can have a real impact on morale, trust and team culture.
Bacardi
In the spirit of Talk More, Move More, the Bacardi team took to the waterfront for a morning walk around Darling Harbour and Pyrmont. The activity created a calm and open space to reflect on men’s health, social connection and the challenges that often remain unspoken.
The message from the team was clear: shining a light on men’s wellbeing is about more than awareness – it’s about creating environments where people feel valued, supported and able to show up as themselves.
GS1
Drinks Association Platinum Partner GS1 also marked International Men’s Day with a companywide presentation and morning tea, bringing teams together for a thoughtful discussion on men’s wellbeing.
The session featured speakers Peter Davenport and Neale Austen, who shared personal reflections on resilience, support and shifting expectations around masculinity in the workplace.
“We can’t always control what happens to us, but we can choose how we respond,” said Neale. “Choosing to move forward with hope and determination transforms adversity into a stepping stone for a better future.”
Building positive momentum across the industry
While this was the first year International Men’s Day was formally recognised across the drinks industry, the participation and engagement show a strong foundation for the future. Teams embraced the opportunity to talk, move and connect through moments that felt real, human and accessible.
The stories shared by the Drinks Association throughout the week helped bring focus to the challenges men face, the support they need and the role that workplaces can play in creating safer, healthier, more connected environments. We explored how inclusive parental leave policies are shaping a more balanced industry and the links between sleep, health and performance.
This year’s momentum shows what’s possible. And it sets the stage for continued growth, connection and collective action in the years ahead.
Australian Vintage and Bacardi are Category One Members of the Drinks Association.
Coles Liquor is a Retail Partner of the Drinks Association.
GS1 is a Platinum Partner of the Drinks Association.