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Star Liquor pours support into Cowboys partnership

Star Liquor, Australia’s largest family-owned liquor outlet, is now a major partner of the North Queensland Toyota Cowboys.

The one-year partnership will see the Star Liquor logo feature on the parapet and field of play LED screens at Queensland Country Bank Stadium during Cowboys home games.

Cowboys members will also receive exclusive Star Liquor deals direct to their inbox as a result of the collaboration.

Throughout the partnership, members of the Cowboys current playing squad will appear at selected Star Liquor stores.

Star Liquor pours support into Cowboys partnership

Cowboys Chief Executive Jeff Reibel said both brands had grown from humble beginnings to become iconic Australian brands.

“The Cowboys became a reality in Townsville in the early-1990s following  years of unrelenting effort by a group of locals who wanted to see our best-and-brightest athletes build their sporting careers at home, rather than moving south to pursue their dreams,” Mr Reibel said.

“Only a few short years later, the family-owned Star Liquor retail chain was established in North Queensland with a firm hold, providing the local community with the same convenient access, quality service and competitive pricing as their metropolitan counterparts,” he said.

“You could say Star Liquor and the Cowboys share a similar history as North Queensland success stories that were born out of the grassroot efforts of local people to bring metropolitan opportunities to their regional doorstep,” Mr Reibel said. 

The Star Liquor retail chain includes 90 Star Liquor warehouses, bottle shops, flagship ‘Sense of Taste’ boutique stores and Bob’s Bulk Booze outlets nation-wide. The brand is also a major beverage supplier to local sporting clubs, businesses, restaurants and major events. 

Star Liquor’s Steven Shoobridge said the Cowboys partnership was based on a strong alignment between both brands’ history and values in regional Queensland.

“Although newly minted, our partnership would feel familiar to the followers of both brands as we share a very similar following of passionate and loyal fans,” he said.

“Being a product of Tully, we have a first-hand understanding of how locals love to get out and make the most of their region, whether it be heading to the footy, filling up the esky for a fishing trip or enjoying a meal at the local pub,” he said.

Through our stores, bottle shops and wholesale relationships, Star Liquor is always there to supply the local community with quality beverage products that go hand-in-hand with the best experiences North Queensland has to offer.”

“At Star Liquor we make the effort to ‘be local, buy local’ which we, and the Cowboys, have embodied since the beginning.”

Star Liquor is committed to the responsible service and consumption of alcohol. For more information visit:

Acknowledgement of Country

North Queensland Cowboys respect and honour the Traditional Custodians of the land and pay our respects to their Elders past, present and future. We acknowledge the stories, traditions and living cultures of Aboriginal and Torres Strait Islander peoples on the lands we meet, gather and play on.