In a move to bolster Michigan’s alcohol industry, several legislative bills have successfully moved past the committee stage and are now set for consideration by the full House of Representatives. These bills aim to modernize the way alcohol is marketed and sold across the state.
Central to the proposed legislation is the introduction of new branding opportunities for alcohol vendors. Vendors could soon be permitted to feature college and university logos on their products, provided the educational institutions possess a liquor license. Additionally, these schools would have the authority to display promotional content showcasing alcohol brands and pricing.
Brett Visner of the Michigan Beer and Wine Wholesalers Association highlighted a key gap in existing legislation, noting, “It didn’t authorize common advertising signs, you know, a purchase price. Buy a $2 whatever beer or a glass of wine, which is common in your bars and restaurants as well as professional stadiums.” This comes after a 2023 law expanded on-campus alcohol sales permissions.
Microbrewers stand to gain significantly from these bills. Proposed changes include allowing a microbrewer representative a voting position on the Michigan Liquor Control Commission and enabling brewers to offer nonalcoholic beer in their tasting facilities.
Scott Graham, who serves as the executive director of the Michigan Brewers Guild, regards this development as a positive step amidst industry challenges. “There’s a lot of evolution and certainly some struggle in our industry right now. So, this is one more tool that small brewers will have to offer different products. It seems really logical. We’re really happy to see this moving along,” Graham expressed to the House Rules Committee.
The legislative package also aims to address ambiguities regarding what constitutes an alcohol brand and its extensions, a clarification deemed necessary as companies branch into novel product categories like canned cocktails and alcoholic seltzers. Visner commented on this evolution, stating, “Because of those breweries, wineries, and distillers that are entering into this new category, that’s created some confusion and lack of understanding in the law.”
With unanimous committee approval, these bills now await deliberation by the broader House.
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