A terrible incident in the AFL – and the family’s response – can teach
the Australian wine industry a lot about looking after one another.
During an AFL match last week, 24-year-old Carlton player Elijah Hollands was clearly not himself.
He looked lost. So much so that his teammates refused to kick the ball to him – like we did in Grade 3.
He was mocked online.
Then it came out that he had been one of the few AFL players to have had the courage to talk openly about his mental health struggles.
After the game Elijah was very upset.
He ended up in hospital.
Footy is meant to be fun.
Wine is meant to be fun.
It was triggering. Thoughts raced back to that terrible day on Thursday 27 November 2025 when Pete Fraser died.
I’m sure the wine industry is still traumatised by it. A lot has been asked of this industry.
Now here we are. In a lone fight. No direction, no care from Canberra. The rescuers are not coming. A lot to think about. Stay or go? Hoping for the best but expecting the worst.
Last week Australian Grape & Wine boss Lee McLean pleaded for more Federal Government support.
He said: “This is a critical moment.”
Three days ago I asked a top winemaker how the Barossa is going. “Terrible.”
Four months ago, soon after Pete’s passing, we wrote in WBM: “We need a Head of Mental Health.
“The growers and winemakers who fund the various industry bodies deserve that.
“The AFL – attracting record crowds – has a Head of Mental Health and all 18 clubs have proper support systems.
“If it’s good enough for an industry at the top of its game like footy – it’s good enough for an industry somewhere near the bottom.”
Ironically, the system failed Elijah.
We can learn from it.
Current industry projects include targeting two vineyard pests and the National Vineyard Register.
All good stuff, but where is mental health in the list of priority projects?
From the community stories we are hearing about the shape of this industry, it should be number one.
Elijah’s dad put a picture of his son on Instagram and said: “This is my beautiful boy. For anyone in the midst of healing, you are loved. I know who my son is – and I will lift him up until he is restored in full.”
Oh for some of that love and support in the wine industry.
• First published in our weekly newsletter The Week That Was – the Australian wine industry’s favourite ebulletin since 2006. Subscribe in the form on this page.
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