Promotional Events Open to the General Public – No Invitation Required
These events can now be advertised, identifying the time, date and location. Invites may also be sent to members of the general public, but the event cannot be restricted to people that received such invitations. The bar spend limit is now $700 (plus 20% tip), and no more than ten events per retailer, per year. A supplier cannot purchase food, non-alcoholic beverages, or anything else from the retailer for such an event. The supplier must maintain a record of each event for two years that includes date, time, location and duration, brands that were purchased, and names of supplier reps or agents who conducted the event.
“Brand Experience Events” (Promotional Events Open to the General Public – Invitation Required)
A supplier can advertise brand experience events, including date, time and location. At a brand experience event, a supplier can spend up to $10,000 (plus 20% tip), and may purchase alcoholic beverages, non-alcoholic beverages and food. A supplier can have up to six such events per retailer per year. Attendees at these events must be invited individually (by phone, letter, e-mail, in person, etc.), or via media advertisements, generic communications inviting anyone who wishes to attend to register. The event can be restricted to invitees only. Each person registered as an invitee may bring one guest. A supplier must maintain a record of each event for two years that includes date, time, location and duration, brands that were purchased, and names of supplier reps or agents who conducted the event.
“Private/Brand Experience Events” at unlicensed locations
A supplier can conduct a private invitation-only event at an unlicensed location and to provide the alcoholic beverages for that as long as any unused alcoholic beverages must be removed by a supplier after any event under this section. A retail licensee caterer must be used.