7 min read
In-store tastings are one of the best ways to sell a beer, wine or spirit. A shopper who tastes your product is far more likely to put a bottle in the cart. But every state writes its own alcohol laws, and the rules on who can pour, how much and where change the moment you cross a state line.
This guide covers the states where we run the most tastings. It is a plain-language summary, not legal advice. Always confirm the current rules with the store and your distributor before you book.
Quick answer
In-store tastings are allowed in Illinois, New York, Nevada, Florida, Texas and Georgia, but each state controls who may pour and how much each customer can taste. Some states let a brand’s own representative pour. Others, such as Georgia, only let the retailer pour. Sample limits are small, often a quarter ounce of spirits.
Rules at a glance
| State | Who pours | Per-person limits | Worth knowing |
|---|---|---|---|
| Illinois | Licensed suppliers, distributors, the retailer, or a registered tasting representative | 1/4 oz spirits, 1 oz wine, 2 oz beer per sample | Only on licensed premises, with registered products |
| New York | The licensee or its authorized agent, on site the whole time | Spirits: up to 1/4 oz per sample, three samples per person per day | Rules differ for wine and beer tastings |
| Nevada | The store’s staff; suppliers may assist and educate | Only what is needed for a taste | Grocery stores with a retail liquor license and a yearly local permit |
| Florida | Licensed vendors and distributors, and contracted agents for beer | Beer in small cups (3.5 oz or less) | Free samples only, guests 21 and over |
| Texas | Retail staff, or winery, distillery and brewery representatives | No set ounce limit in the TABC advisory | Wholesaler reps may not pour; product bought at retail |
| Georgia | The retailer only | 8 oz beer, 5 oz wine, 1.5 oz spirits per person | Notice to the local authority, one category per event |
Illinois
Illinois allows free tastings on licensed retail premises. Manufacturers, importers, distributors and the retailer can conduct them, and so can a person who is not a licensee if they register as a tasting representative and follow the state’s rules. Only products registered with the Illinois Liquor Control Commission can be poured.
Each sample is capped at a quarter ounce of spirits, one ounce of wine or two ounces of beer. Tastings cannot be held on unlicensed premises.
In Chicago, many retailers expect staff to hold BASSET, the state’s responsible alcohol training certificate, even when the tasting rules do not spell it out. Ask for BASSET-certified staff for Illinois tastings.
New York
New York lets off-premises liquor stores hold tastings, run by the licensee or an authorized agent who must stay on site for the whole tasting. For spirits, each sample can be no more than a quarter of an ounce, and a customer can have no more than three samples in a day.
Wine and beer tastings in New York have their own rules, and grocery stores, which sell beer and not wine or spirits, are a separate case. Ask the store which tasting permit applies before you plan the demo.
Nevada
Nevada allows free tastings in grocery stores that hold a retail liquor license on site, with a yearly permit from the local government. The store’s own staff serve the samples. Suppliers, manufacturers and wholesalers may help with pouring, product information and education.
State law limits pours to what is needed for a taste, and local governments can set rules on time, place and frequency. In Las Vegas and the rest of Clark County, anyone who serves alcohol is expected to hold an alcohol awareness card, often called a TAM card.
Florida
Florida allows free tastings at licensed stores. Licensed vendors and distributors can run wine and spirits tastings. For beer, tastings can be run in grocery stores of at least 10,000 square feet and in package stores, by manufacturers, distributors, importers or a contracted third-party agent, using small cups of 3.5 ounces or less. Only one beer supplier can run a tasting at the same location at a time.
Samples must be free, and every guest must be 21 or older. Florida rules are detailed and change from time to time, so check the current requirements with your distributor.
Texas
Texas allows tastings in package stores and other retailers with off-premise permits. Retail employees can pour, and so can representatives of wineries, distilleries and brewers. Wholesaler and distributor representatives cannot open or pour product.
The product used for the tasting must be bought from the retailer at its normal price, with no fee paid to the store, and any leftover product must be thrown out or taken away. The Texas Alcoholic Beverage Commission’s advisory does not set an ounce limit, so keep pours small and follow the store’s rules.
Georgia
Georgia allows tastings in retail package stores, but the retailer hosts and pours. Manufacturer and wholesaler representatives can attend and talk about the product, but they cannot host the event, pour or give the store anything of value. That changes how a brand ambassador works in Georgia: they engage shoppers and tell your story while the store’s staff pour.
Each person can taste up to 8 ounces of beer, 5 ounces of wine or 1.5 ounces of spirits. The store must notify the local authority before each event, can hold up to 52 tasting events a year, no more than one a day and up to four hours each, and can pour only one category (beer, wine or spirits) per event. No more than four bottles or cans can be open at once.
Why the rules matter
A tasting that breaks the rules can cost the store its license and cost your brand its place on the shelf. Retailers know this, which is why most of them want experienced, trained tasting staff they can trust. Getting the details right is part of doing the job well.
For brands: what a good tasting team does
- Knows the rules for the state and the store before the first pour
- Carries proof of responsible alcohol service training
- Keeps pours small and inside the limits
- Checks ID and politely declines anyone who appears under 21 or intoxicated
- Sells the story of your product, not just the sample
- Reports sales, feedback and photos at the end of every shift
For tasting staff: what is expected of you
- Get trained before your first shift and keep your certificate or card on your phone.
- Learn the store’s rules when you arrive. Each chain and each store can add its own.
- Pour small and count. The limits apply to every customer, even friendly regulars.
- Check ID every time someone looks under 40.
- Say no politely to anyone who seems intoxicated, and tell the store manager.
Planning in-store tastings in the US?
Buzz Promotions runs beer, wine and spirits tastings with trained staff in Chicago, New York, Las Vegas, Miami, Dallas, Atlanta and Orlando. Tell us your stores and dates and we will plan the program.
Request a quoteFrequently asked questions
Can my brand ambassador pour samples in Georgia?
No. In Georgia the retailer pours. Brand representatives can attend and talk with shoppers, but cannot host or pour.
How big can a spirits sample be in New York?
No more than a quarter of an ounce, with a maximum of three samples per person per day.
Do tasting staff need a certificate?
It depends on the state, the county and the retailer. Many stores require responsible alcohol service training, such as BASSET in Illinois or an alcohol awareness card in Las Vegas. We send trained staff to every tasting.
Is this legal advice?
No. It is a plain-language summary to help you plan. Laws change, so confirm the current rules with the store and your distributor.
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