Rhode Island’s liquor control board issued a bulletin stating that a “retail liquor store licensee cannot jointly promote or advertise a wine tasting or sampling event with a . . . restaurant.”For years, Rhode Island liquor retailers have aided in the promotion of wine and provided the consumer with a wine education at restaurant wine dinners and tasting events. Under the board's new interpretation of the law, this practice will now cease.Although the control board puts conditions in place to protect the public, this decision significantly limits the consumers’ ability to try new wines, including higher-end wines and limited production wines that are not available for glass pour at restaurants. Additionally, the partnership with retailers and restaurants is an incentive for distributors to help offset the costs. Routinely these cost savings have been passed to the customer in the event price.Events also help lessen the confusing complexities of the wine market for the consumer. For example, the distribution of wine between states and the allocation of product between retail and restaurants can vary greatly. What consumers read about in ratings or try in restaurants is not always what is available for sale in local stores. Allowing retailers to partner with a restaurant helps them showcase and market their product while also promoting the restaurant’s service, atmosphere, and food. Furthermore, dinners and tastings inexpensively provide the consumer with the ability to try wines before buying and to learn how different wines pair with food. There are exposition shows that do allow distributors to showcase their product to the consumer, like the yearly ones held in Boston and in Newport. However, they are infrequent and are much more costly than local wine dinners. Additionally, most of the vendors’ staff members do not know where the consumer can purchase the wine or even if the wines are available for retail in the state. Restaurants can still host wine dinners and tasting events without the retailer. However, the wines featured may not be available for retail, and even if they are, the board states that a retail store can not be mentioned in the promotion or marketing of the event. The state does allow stores to conduct tastings and classes on premise; however, most wine-centric stores within the state are too small, giving larger stores an unfair advantage. There are also limits on the amount of wine that can be tasted at one time within a store. For wine consumers, this reinterpretation of the law limits their ability to make wise buying decisions. It also places a greater burden on small retail shops who are struggling in this economy to market their product. Additionally, the board’s decision places a restriction on continued consumer education. The state seems to view these events as an unreasonable increase in alcohol trafficking. However, the true by-product of these events is a culture of drinkers who now understand how wine becomes a part of the gastronomy and not merely a cocktail for guzzling.Please contact your local representative to allow retailers, restaurants, and distributors to continue to partner in a reasonable and responsible manner. Continue to follow the Providence Wine Examier for more updates on this story.
