The proof of donative intent is on the industry member. Advertising and signage referencing the industry member must be reasonably commensurate with a donative intent to ensure that the charitable donation is not being made for a commercial purpose, in violation of Section 100.280. Signage dollar limitations contained in Section 6-6 of the Act do not apply to signage and advertising materials donated to a not-for-profit organization andĭ. An industry member must maintain invoices on its licensed premises for a period of three years for all alcoholic liquor products donated to not-for-profit organizations Ĭ. The proof of donative intent is on the industry member ī. Donations of alcoholic liquor products may not be given for commercial purposes. These donations shall be subject to the following conditions:Ī. An industry member may not make contributions of alcoholic liquor products to any not-for-profit organization that has a local municipal and State of Illinois retail license. An industry member may make contributions of cash, alcoholic liquor products, non-alcoholic products, services, equipment or signs to a not-for-profit organization, including but not limited to charitable organizations, religious organizations, trade associations, political organizations, and fraternal organizations. What is a retailer to do? Have multiple “limited” releases? More than on initial launch? Is it a violation if the same two retailers get the initial release of your barrel aged stout every year the day after Thanksgiving and no other retailer does?įor product donations, Illinois’s new “of value” standards say donations are fine, but not to events where the charity or organization you’re donating to holds a state retail license and with some other important provisos: This isn’t an admonishment against someone doing something like having every bottle release at a local liquor chain, but it very well could be interpreted that way. Perhaps more of a challenge is the notion that the “promotions” shall be available to all similarly situated retailers. Some important caveats here, such as limiting references to the retailer in an advertisement about the event to the name and address of the retailer and the importantly vague and nonsensical edict that such references must be “relatively inconspicuous” in relation to the advertisement. The promotions shall be available to all similarly situated retailers without a purchase requirement imposed upon a retailer. Promotional events include, but are not limited to, tastings, samplings, bottle signings, public product launch events,or other similar methods of brand promotion. Industry member promotional events held at retailer premises must focus on the industry member or brands being promoted and all reference to the retailer in any advertisement shall be limited to the name and address of the retailer, which shall be relatively inconspicuous in relation to the advertisement as a whole. Any promotional event sponsored by an industry member at a retailer’s premises that primarily promotes the retailer’s business and does not promote, or only incidentally promotes,the industry member’s brand or brands of products violates the “of value”provisions of Section 6-5 of the Act. Industry Member Promotional Events at Retailer Locations. Under the new Illinois regulations, promotional events like tap takovers, product launches, tastings, samplings, etc. In this third installment, we want to bring your attention to what the new Illinois “of value” regulations say about industry member promotional events at retail locations and about product donations. In the second, we discussed the new “of value” standards’ regulation of social media. In our first part of this series about Illinois’s new “of value” regulations we directed your attention to some additions on advertising, sampling and signage. You can read and download the full text of the of new Illinois “of value” regulations here.
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