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More Stores Join Popular Virginia ABC and Virginia Tourism Campaign to Promote Virginia Wine and Spirits

June 26, 2015

News Release Contact:

Valerie Hubbard - (804) 204-2327
Email: valerie.hubbard@abc.virginia.gov

More Stores Join Popular Virginia ABC and Virginia Tourism Campaign to Promote Virginia Wine and Spirits

  • Virginia is for Lovers “trucker” hats to be given to customers purchasing Virginia-made products at seven Virginia ABC stores.

The two additional stores participating in the “trucker” hat promotion are located at 4640-3 Monticello Marketplace in Williamsburg and 1612 Laskin Road in Virginia Beach’s Hilltop area. These stores join five other Virginia ABC stores selected at the outset of the campaign to participate in the promotion:

  • Richmond (10 North Thompson St.)
  • Williamsburg (1244 Richmond Road)
  • Virginia Beach (405 30th St.)
  • Warrenton (175 Lee Highway)
  • Vienna (436 East Maple Ave.)

All seven stores have a supply of the extremely popular Virginia is for Lovers "trucker" hats that are handed out with every purchase of a 750mL or larger size wine or spirit made in Virginia. Purchasers of Virginia-made spirits only available in a size smaller than 750mL also receive a hat. These giveaways only apply to the more than 100 Virginia-made wine and spirits (not mixers) that Virginia ABC carries.

Since the promotion began on Memorial Day, Virginia ABC stores have distributed more than 1,800 hats. In the four weeks following the holiday, 2015 sales of wine and spirits made in Virginia have increased a combined total of 262 percent over the 2014 period at the seven participating stores. At the Carytown location alone, sales have increased 434 percent on Virginia-made wine and spirits.

"Virginia ABC is thrilled with the overwhelmingly positive response to this promotion,” said Virginia ABC Chairman Jeff Painter. “We are proud to stock the shelves of our stores with Virginia-made products and especially pleased to partner with Virginia Tourism to promote them through this extremely popular Virginia is for Lovers hat campaign." 

“We are amazed and delighted by the success of this partnership with ABC, which has been an exciting and effective one,’’ said Rita McClenny, president and CEO of Virginia Tourism Corporation. “The two agencies working together have inspired Virginians to support the economy by shopping local—all while showing their Virginia pride by sporting the Virginia is for Lovers brand. We’re pleased to extend the partnership to two additional stores, so that even more people can feel the Virginia ‘love’.”

The promotion runs until Labor Day. For more information on participating Virginia ABC stores, please visit abc.virginia.gov or virginia.org.


The Virginia Department of Alcoholic Beverage Control (ABC) is a major source of revenue for the commonwealth, contributing more than $1.8 billion to the general fund in the last five years. The agency currently operates 352 state stores. Its Bureau of Law Enforcement oversees more than 16,000 ABC licensed establishments while the Hearings and Appeals Division considers more than 700 cases each year. The agency also provides alcohol education and prevention programs for people of all ages. ABC is committed to progress and innovation in carrying out its control, service and revenue mission.

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