03/07/2026
We're not sure who needs to hear this today, but on behalf of the countless Australian farmers we know of, firsthand, who are choosing less or no booze for their fitness, health, families, and wellbeing - and indeed also on behalf of the also countless farmers we also know (and support) who have made the immensely courageous choice to be sober so they don't die - here's our 5 o'clock Friday reminder that **not all farmers drink** and a reminder that this choice deserves nothing less than the full weight of our collective support as friends, communities, pubs, clubs, employers, etc.
Regardless of our own personal drinking preferences, when we simply normalise, cater for, include, and support our mates, no matter what's in their glass, we're being what a decent rural community should be: supportive, kind, inclusive, and respectful.
Australia - we can do better, and frankly, we bloody well need to, because we're sad to share that this past week we've had a fair whack of messages from people in backyards across rural Australia expressing real heartache and disappointment about what they're seeing online and in real life.
There continues to be a pervasive push, stereotype, and narrative out there that if you're a farmer, you should be a big drinker, too... and that if you're not, or you're sober .... you're surely not having any fun! .. or that you're somehow 'less than,' not worth including or making an effort to cater for, and not even welcome, in some cases.
We've said it a million times, and we will keep saying it until it changes: we lose a farmer to su***de every ten days in this nation - and the links to alcohol aren't even up for debate.
In the rural space, we speak endlessly about health and mental health on the one hand (and why it's so important we all get around good causes), and yet on the other hand, so many are still mocking 'mates' if they're not sinking schooners.
These double standards are just not okay. You cannot support anti-bullying messages on a Monday, then punch down on your sober mates on a Friday. It just isn't right.
We'll also continue reminding rural Australia that drinking less or not at all is changing and saving countless lives, families, and communities. For so many, it's not about 'giving something up' for these people, it's about 'gaining everything back.'
These are men and women from your OWN backyards who simply dream of the day their choice isn't a big deal that they have to keep explaining and defending. They'd appreciate being catered for and included. They want to come to your pubs and events. They want to be part of the community, too.
Please help us keep normalising this.
Please don't be the person driving and perpetrating more harm and stigma.
Just stick some options in your fridge that are tasty, sophisticated, and thoughtful beyond 'just booze' - and make it .
Normalise it.
IT IS THAT SIMPLE.
To the men and women we know, love, and advocate for every single day - we see you, and we will keep fighting for change. Stay strong. We're so sorry you're still enduring bullying and heartache in your own back yards because you're daring to choose health or choosing to be sober.
