The Brisbane Broncos have vowed to drop players who repeatedly breach the club's alcohol guidelines during next year's National Rugby League season.
Alcohol is banned in the club's dressing room after matches and players are not allowed to drink in the 72 hours leading up to a game.
Players have previously been fined for breaching the guidelines, but Broncos chief executive Bruno Cullen says the club is prepared to stand down players next year.
"The more severe penalty would be to drop them to reserve grade, which is the Queensland Cup competition," he said.
"Now all of these guys aspire to and absolutely love playing in the NRL competition, so the thought of missing a game through maybe staying out too late or having too much to drink, we think, is a bigger deterrent than a monetary fine."
Mr Cullen stressed the club was happy for players to celebrate a victory, but in a restrained fashion.
"Sometimes the after-match celebrations, because they have been pretty good and pretty disciplined in the week leading up to a game, and it might be a big game and a good victory, and they have a couple of days off - that's your danger period," he said.
"We want them to recognise in that period it's OK to celebrate, but there are certain limits and we want them to adhere to them."
The new rules come after Broncos coach Wayne Bennett spoke about the effect binge drinking was having on the game.
"I'm sick of the drunks and I'm sick of our game being dragged through every media outlet in the country every time some guy behaves badly," said Bennett, who quit his job as Australia coach in the wake of the Tri-Nations final defeat to New Zealand.