How to market and advertise the CORRECT way

Information for this blog post can be found here.

Be smart about how you advertise and market your beer. Common sense is important here. Always portray drinking beer in a responsible way.

Beer advertising and marketing materials should NOT:

  • Portray, encourage, or condone drinking and driving;
  • Depict situations where beer is being consumed excessively, involuntarily, or as part of a drinking game;
  • Portray persons lacking control over their behavior as a result of consuming beer;
  • Portray or imply illegal activity as a part of drinking beer;
  • Make representations about unsubstantiated health benefits;
  • Claim or represent that individuals cannot obtain social, professional, educational, athletic, or financial success or status without beer consumption;
  • Claim or represent that individuals cannot solve social, personal, or physical problems without beer consumption;
  • Promote underage drinking;
  • Contain sexually explicit, lewd, or demeaning brand names, language, text, graphics, photos, etc. and
  • Contain derogatory or demeaning text or images.

There, now you have a litany of don’ts for marketing and advertising beer.

What else do you need to be aware of?

*Your advertising should focus ONLY on adult consumers of legal drinking age.
*Beer advertising and marketing materials should NOT disparage competing beers.
*Beer can be advertised and marketed on college campuses or at college-sponsored events only when permitted by the appropriate college policy.

Advertising with digital media

For the sake of this article digital media is all beer-branded digital advertising and marketing placements made by or under the control of a brewer. Brewer-owned or controlled or third-party Internet and/or mobile sites, commercial marketing e-mails, downloadable content, SMS and MMS messaging, and social media sites are examples of digital media that could potentially be under the control of a brewery.

*Brewers should require the disclosure of a viewer’s date of birth with a message indicating that brewers’ products are intended only for those of legal drinking age.

Where should this disclosure be?

  • At entry of website;
  • When you download for permanent use media with or without access to a brewer’s website; and
  • With a third-party compliant digital media site that includes interactive features in brewer advertisements.
*Brewers need to maintain privacy policies:
  • Brewers cannot collect information from viewers who identify themselves as underage;
  • Cannot sell the personal information they collect from legal drinking age consumers;
  • Keep customer information secure; and
  • Employ an opt-in feature to receive communications from a brewer, as well as an opt-out feature, in their communications with customers.

Contact us!

If you have any questions please do not hesitate to email me at or or call 919-335-5291.

Be sure to check out Beer Law Center and Matheson Law Office for all things NC legal.

Contact the Brewers Association


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