With recent changes to happy hour advertising regulations, Virginia ABC recognizes there may be uncertainty among the licensee community about what advertising is or is not allowed. The following are some basic guidelines and tips. See ABC regulations 3 VAC 5-20-10 to 3 VAC 5-20-100 for more information. Please contact your ABC special agent for further guidance or if you have questions about specific advertisements.
Advertisements cannot:
Licensees may advertise alcoholic beverage products they carry, regular prices of drinks, wine pairings, descriptions of signature cocktails, etc.
Advertisements cannot reference any manufacturer or wholesaler in response to payment by the manufacturer or wholesaler—in other words, it is not permitted for a manufacturer to pay a licensee to advertise a product by name.
Effective July 1, 2019, legislation will allow licensed establishments to do the following to advertise drink specials and happy hours:
The following restrictions will remain in place:
Can photos of alcoholic beverages be posted on a licensee’s website or social media including bottles that display brands and photos of beer/wine/cocktails by the glass? What about tap handles with logos?
Yes, photos of alcoholic beverages, in bottles or glasses, and tap handles with logos are allowed on websites and social media such as Facebook and Twitter. Licensees may advertise alcoholic beverage products they carry (“we have 20 specialty brews on tap including…”), regular prices of drinks, wine pairings, descriptions of signature cocktails, etc.
What’s the official rule for advertising alcoholic beverages on a licensee’s website or social media?
Licensees may advertise alcoholic beverage products they carry, regular prices of drinks, wine pairings, descriptions of signature cocktails, etc. This may include photos of alcoholic beverages, in bottles or glasses, and tap handles with logos.
Advertising