Dec 1, 2008

Taste Testing and Market Research

Effective March 1, 2009, the Department will no longer approve any supplier-sponsored market research programs involving the giving or furnishing of free alcoholic beverages to consumers in California. Such conduct violates Section 25600 of the California Business and Professions Code.

Disclaimer: The Alcoholic Beverage Control (ABC) regularly archives industry advisories for transparency and historical reference. However, the advisories may not necessarily reflect the current state of the discussed statute or regulation. Please consult the statute, regulation, and/or an attorney before taking any action to ensure compliance with the law.

The furnishing of limited samples of beer, wine and distilled spirits to consumers as provided in Sections 23386, 25503.5(c), and 25503.55 of the Business and Professions Code are permitted subject to statutory restrictions.

If you have any questions regarding this advisory please contact the Department’s Trade Enforcement Unit at (916) 419-2500.


Additional information may be obtained by contacting:

Alcoholic Beverage Control
3927 Lennane Drive, Suite 100
Sacramento, CA 95834

Email us at
Call (916) 419-2500