Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman","serif";} For the first time in the Commonwealth’s history, advertisers can sell alcoholic beverages on billboards. Effective July 1, the new legislation allows manufacturers, wholesalers, retailers and wineries to advertise their products on roadside signs in Virginia.
The first sign is already posted. A billboard advertising Jack Daniels went up this month on Interstate 95, south of Richmond, according to Virginia Statehouse News.
There are some restrictions. Cartoon characters are prohibited, as are underage celebrities. Similarly, the billboards cannot be placed within 500 feet of a residentially zoned property, church, synagogue, or a public, private or parochial school, college or university; nor can the billboards be placed within 500 feet of a public or private playground or similar recreational facility.
Retailers (which includes restaurants) may have no more than two signs at any establishment unless they are located at an intersection, in which case they may have three.
Virginia’s strict regulations that govern Happy Hour advertising are still in effect. For example, restaurants are limited to a single two dimensional sign that does not exceed 17 by 22 inches.
The legislation does permit wineries, manufacturers and wholesalers to post additional directional signs to guide buyers to the premises.
Although the enabling legislation has been enacted, there are still some aspects of the code that have yet to be defined. The Virginia Alcohol Beverage Control Board is working on new regulations to guide business owners. Specific guidelines are expected this fall.
Local
Washington, D.C., Maryland and Virginia local news, events and information
Many businesses are waiting to receive the guidelines before investing in new signage, but Jack Daniels decided not to wait.
