Page 89 - Drinks Industry - 14 Jan 2016

ROADMAP

STAGE 1

e) Route to Market
Continued

United States Market Speciics Continued

ii) The Control State System:

When Prohibition was abolished, the US Federal
Government gave individual state governments a
choice between controlling the alcohol beverage
industry in their state, or following the free market
model.

In all, 18 states have chosen to maintain control
of the importation, sales and proits derived from
alcohol at a state level. They are referred to as
‘Control States’ and decision making takes place by
committee at a state government level.

Each of the 18 committees reports into a national
committee referred to as the National Alcohol
Beverage Control Association or NABCA.

While the control state system is appealing in that a
vast target audience can be reached through a small
group of buyers, the journey to shelf can be quite a
long one. It is recommended that you liaise closely
with the Sector Manager for Drinks at Bord Bia, and
Bord Bia’s North America oice before setting out
on this journey

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