George O'Keeffe

George O'Keeffe

Liquor Compliance Specialist

For nearly two decades, George worked for Liquor Licensing and during that time spent over ten years managing Liquor Licensing’s harm minimisation, education and training functions. Amongst his many achievements, George established the Responsible Service of Alcohol program in Victoria, was a driving force in establishing liquor accords across the state, initiated new entrant training and authored the Licensees First Step course.
During his distinguished career at Liquor Licensing, George was highly regarded for his empathy and respect when dealing with licensees. His philosophy was based on the belief that the vast majority of people really do want to comply with legislation, believing that his role was to be approachable and assist licensees wherever possible.