This paper examines data from a research project that investigated the cultural drivers of drinking in 14-24 year-old Australians, funded by Drinkwise Australia and the Department of Health and Ageing. At the same time that we were working on this project a moral panic about young people, risk and binge drinking had once more energised public debate. Prominent here was the highly politicised imputation of a strategic taxation levy on ready to drink products (alcopopos). This qualitative, interview-based project examined two separate but related aspects of young people's alcohol use: the roles played by sporting clubs, as community hubs, in shaping young people's use of alcohol: and young people's drinking biographies over different phases of their lives. This paper will focus on the sporting club study to discuss issues related to the positioning and serving of alcohol in the relation to young people. As part of the study, we conducted interviews with club administrators and young people in a range of sporting clubs. Insights from the study give rise to the potential for clubs to play an active and influential role in helping young people create positive/responsible approaches to alcohol consumption. (Contains 1 table.)