First Choice Liquor Market will become the Queensland Maroons’ first ever liquor retail partner following the announcement of a three-year partnership by Queensland Rugby League.

The agreement will also see the drinks specialist become the Official Coaches Partner of the Queensland Maroons, seeing head coaches Billy Slater and Tahnee Norris’ coaches boxes and shirts branded with the First Choice Liquor Market logo.

Michael Bornholdt, Coles Liquor’s Head of First Choice Liquor Market, said the retailer was thrilled to announce the new partnership as the men’s team pursues 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.

“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.”

After a record participation growth of five per cent in the previous season, Queensland Rugby League CEO Ben Ikin spoke about the journey ahead.

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

“This partnership allows us to 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 game.”

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