Understanding Advertising Restrictions for Agency Liquor Store Licensees in Maine
Agency liquor stores in Maine are subject to specific advertising restrictions imposed by the Maine Bureau of Alcoholic Beverages. These restrictions are more stringent than those imposed on regular licensees and are designed to regulate the promotion and advertising of alcoholic spirits, which are price-controlled by the state. Here's a breakdown of the key advertising restrictions for agency liquor store licensees:
Signage: Agency stores are allowed to display one outside sign on the premises reading "Agency Liquor Store," with letters not exceeding 24" in height. This sign helps identify the store as a licensed liquor retailer.
Additional Exterior Signage: Agency stores are permitted one additional exterior sign, excluding road signs authorized by the Department of Transportation. Approval for this sign must be obtained from the Bureau.
Brand Advertising: Specific brand advertising of any type is prohibited in any area under the control of the agent unless authorized by the Bureau. This restriction aims to prevent undue association between the state and alcohol manufacturers or distributors.
Authorized Advertising: All advertising material, including signage and promotional materials, must be specifically authorized by the Bureau prior to publication. This ensures that advertising complies with state regulations.
Sign Removal: When an agency liquor store license is terminated, all signs related to the agency liquor store must be removed from the premises within 60 days. This helps prevent confusion among consumers about the status of the store.
Compliance with these advertising restrictions is essential for maintaining the ability to sell spirits as an agency retailer in Maine. Failure to comply with these restrictions can result in penalties or the loss of the agency liquor store license. Agency liquor store licensees should be familiar with all advertising and signage guidelines set forth by the Bureau to avoid any potential issues and conduct compliance reviews of any alcohol related marketing with an experienced professional.
