SBD/13/Sponsorships Advertising Marketing

CALIFORNIA BEER MAKERS RELY ON SPECIAL BILLS FOR MARKETING

     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).
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