CA AB2134

Licensed beer manufacturers and beer and wine importer's general license holders may conduct instructional events at on-sale retail premises to educate consumers about beer history, characteristics, and serving methods.

Beer may be served to consumers at instructional events and orders may be accepted, with sales transactions completed at the beer manufacturer's licensed premises.

Advertisements for instructional events may list the retailer's name, address, beer names, and event details, but must exclude retail prices and keep retailer references inconspicuous without pictures or laudatory statements.

On-sale retail licensees may advertise instructional events with the manufacturer's name and brand names, but the manufacturer cannot share in advertising costs.

No alcoholic beverages may be given away in connection with authorized instructional events.