Can Manufacturer or Distributor Offer a Discount that Offers Beer at 1₵?

If a consumer buys 3 cases of brand X beer, for example, the consumer receives the fourth case at 1₵. The Commission interprets this type of discount to be in violation of Rule 100.280 Giving Away of Alcoholic Liquors.  

 The Rule states: “a) No licensee, individual, partnership or corporation shall give away any alcoholic liquor for commercial purposes or in connection with the sale of non-alcoholic products or to promote the sale of non-alcoholic products….”

 Depending on the licensee which is advertising such a promotion, manufacturer or distributor, such licensee may be cited and receive disciplinary action by the Commission. In addition, any retailer that advertises this type of promotion is also subject to the same disciplinary action.