New York Passes Legislation to Expand Promotional Capabilities for Alcohol Establishments

New York Gov. Kathy Hochul yesterday signed legislation that will impact the way alcohol brands, bars, and related establishments can promote themselves within the state.

The package of legislation allows alcoholic beverages to be sold on every day of the week, and allows liquor and wine stores to expand their Sunday hours from 10 a.m. to 10 p.m., modernizing laws that previously restricted their hours.

This relates to promo and print, as part of the legislation package also allows retail stores to sell and give out promotional gifts related to wine and spirit sales.

“Prohibition was nearly a century ago," said NY State Sen. James Skoufis in a statement. "This legislative package breathes some fresh life into our state’s antiquated alcohol laws by permitting wine and liquor stores to open for additional hours on Sundays, allowing for the sale of promotional items, and more. I thank Governor Hochul for signing these bills and I look forward to continuing to partner with her on revamping New York’s outdated alcohol laws.”

Laws relating to the promotion of alcoholic beverages have been a topic within the industry this year, as Scotland proposed legislation that would limit the way alcohol brands could market themselves through promo. Distillery and brewery owners warned that it would not only impact their businesses, but also the tourism income of the country itself, as people tend to visit smaller towns and cities if there is the draw of a brewery or distillery they like.

It's largely the same in the U.S., where brewery tourists go all over the country and sometimes visiting towns that otherwise wouldn't attract as many tourists, and those tourists tend to buy keepsakes like apparel, drinkware, and other branded merchandise.

It could create incentive for more alcohol brands, distilleries, and retail establishments to look for ways they can incorporate print and promotional products within New York, too.