Missouri: Half-price pitchers and $1 shots could be advertised under bill advanced in Missouri House
Source: St. Louis Post-Dispatch
By Kurt Erickson
Apr 13, 2017
Cheaper booze prices could be coming to Missouri under legislation advancing in the Legislature.
In action Thursday, the House voted 91-64 to allow alcohol retailers to offer coupons that could be clipped from newspapers or broadcast on television.
That’s a departure from current law that bars businesses from placing ads citing specific discounts like $1 shots of tequila or half-price pitchers of beer.
“It helps the consumer,” said Republican Rep. Jack Bondon, whose family formerly operated a liquor store in the Kansas City area.
Rep. Robert Cornejo, R-St. Peters, who sponsored the legislation, said the proposed changes would help both small and large retailers. In addition, the measure is backed by the Missouri Broadcasters Association and the Missouri Press Association.
It also has the support of Total Wine and More, a national liquor retailer with locations in the St. Louis area.
Opponents, however, said the measure could hurt smaller retailers and the Missouri wine industry. In essence, bigger stores with larger ad budgets could outspend their smaller competitors on ads and offer lower prices that would be absorbed by other sales.
“I really don’t think it’s a right thing to be able to advertise a loss leader when it comes to intoxicating liquor,” said Rep. Rocky Miller, a Republican who represents the Lake of the Ozarks region.
Republican Rep. Justin Alferman, whose district includes vineyards in the Hermann area, said he was worried about the effects of the proposal on Missouri wine makers.
“There are parts of it that are going to have a detrimental effect on our wine industry,” Alferman said.
Supporters said it would merely offer consumers a more accurate picture of liquor, wine and beer pricing.
“We’re talking about coupons. We’re talking about honest advertising,” said Rep. Jay Barnes, R-Jefferson City. “Who can be against coupons?”
The measure now goes to the Senate for further debate.
The legislation is House Bill 433.