E-Malt.com News article: USA: Free beer tasting is now permitted in California

Beer manufacturers and distributors in California, US are now allowed to offer free samples to drinkers in restaurants and bars as a result of a new law, effective January 1, 2007, Business Review communicated on January 4th. The practice was previously banned in the state, and companies were only allowed to offer tastings at their own facilities.

The measure has been backed by St. Louis-based beer giant Anheuser-Busch, which had claimed the law prohibiting free samples of beer gave unfair advantage to wine and spirits manufacturers who were allowed to offer free samples.

AdvertisementAndrew Baldonado, western region vice president of government affairs for Anheuser-Busch, commented: "It's an opportunity for us to get consumers to sample some of our new products."

There are stringent limitations accompanying this law; the tastings cannot exceed eight ounces per person and must be served in a glass. Despite the restrictions, some have voiced concern about alcohol abuse. Mr Baldonado has, however, refuted these claims, stating that Anheuser-Busch will conduct only small educational tastings about new beers.

Some smaller brewers are also skeptical about the measure, worrying that they will not be able to afford to compete with larger brewers and give away free samples. Glynn Phillips, owner of Sacramento US-based Rubicon Brewing Company, said it would be difficult for him to start offering free beer, whereas "bigger breweries can walk into a restaurant and sample an entire crowd."


04 January, 2007