The Distilled Spirits Council (DISCUS), Wine & Spirits Wholesalers of America (WSWA), FMI – The Food Industry Association and the National Association of Convenience Stores (NACS) have issued a joint commitment related to the responsible marketing and merchandising of crossover alcohol products.
These products are generally categorized as alcohol beverages that use the product and intellectual property (brand names, logos, etc.) of non-alcohol brands. The DISCUS Code Review Board previously issued guidance in December 2022 on how to responsibly advertise and merchandise these products.
“Today’s commitment brings together all three tiers – suppliers, wholesalers and retailers – reinforcing our dedication to responsibly advertise, market and merchandize these products in a manner that avoids consumer confusion and ensures they are only marketed and sold to legal drinking-age adults,” said Chris Swonger, president and CEO of DISCUS.
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The industry commitment includes actions for suppliers to ensure crossover brand products abide by the DISCUS Code provisions, including advertisements directed at legal drinking-age adults and packaging and branding that is clearly distinguishable from their non-alcohol beverage counterparts.
The commitment also includes provisions for wholesalers and retailers to ensure appropriate placement of these products in grocery and convenience stores, as well as employee training and any necessary efforts to avoid consumer confusion.
“The food industry has long been committed to ensuring alcohol beverages are properly marketed and merchandised in our members’ stores,” said Leslie G. Sarasin, president and CEO, FMI – The Food Industry Association.
“It is vital that shoppers are provided with clear, easily understandable information about products to be able to make informed purchasing decisions for themselves and their families. This announcement demonstrates the food industry takes that responsibility seriously, especially as we see innovative new products entering the marketplace.”
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