SBD/13/Sponsorships Advertising Marketing
CALIFORNIA BEER MAKERS RELY ON SPECIAL BILLS FOR MARKETING
Published January 13, 1995
The SAN JOSE MERCURY NEWS profiles the relationship between donations to CA political campaigns and the special laws facing beer makers in the state. CA's anti-monopoly laws restrict beer makers from owning an interest in more than one of the three segments of the business -- manufacturing, distribution and retail. But, a law passed in the last legislative session would now allow "alcoholic beverage manufacturers" to buy ad space "at a fully enclosed arena with a fixed seating capacity in excess of 18,000 located in Orange County." Translation: beer companies can now buy ad space at The Pond in Anaheim. The law was needed because there Ogden Corp. manages both concessions and at The Pond advertising -- not typically allowed under the alcoholic monopoly laws (SAN JOSE MERCURY NEWS, 1/11).