with seasonal sales trends – for example , placing light wine and spirit tastings in the summer , with robust wines and spirits tasted in the winter .

“ Our monthly promotions also play a key role in sales during our in-store tastings ,” Brassard-Jordan says . “ We often offer special sales on full cases of products , and customers take advantage of those discounts to stock up and purchase more wine than they might have normally .”

When it comes to determining what would make a successful tasting , the agency sees opportunities throughout its product portfolio .

“ A wide variety of products lend themselves to tastings , seminars and in-store samplings ,” Bressard-Jordan says . “ From smaller brands to global , premium products , the educational aspect of the experience and the quality , passion and story behind the brand are all key contributors to a successful tasting .” •

BEST TRADE / LICENSEE EDUCATION PROGRAM Pennsylvania Liquor Control Board

Prior to Act 44 , the PLCB had no enforcement authority and

BY ADAM QUANDT was limited to objecting to licenses only when they came up for renewal , which was every two years . “ Before the new legislation , there was absolutely no mechanism to do anything in the interim , leaving non-compliance issues to slip through the cracks ,” PLCB Director of Legislative affairs Chris Herrington says .

Act 44 authorized the PLCB to conduct inspections for establishments at random , and immediately suspend a licensed establishment ’ s ability to sell and serve alcohol , when PLCB analysts determine the licensee does not meet license requirements related to seating , food , square footage , rooms and health license authority .

Under the program , inspections are conducted based on complaints from community members , legislators , law enforcement and other local and state agencies . Complaints are evaluated , logged and referred either as a compliance inspection or to enforcement authorities , depending on the complaint .

“ The whole idea was designed specifically to ensure a place is operating as it should ,” Herrington says .

Before inspections could begin , the PLCB was tasked with finding a way to educate licensees and the surrounding community about the new program and what was expected of them .

Starting in late November , the PLCB focused on educating

“ Before the new legislation , there was absolutely no mechanism to do anything in the interim , leaving non-compliance issues to slip through the cracks .”

CHRIS HERRINGTON , PLCB DIRECTOR OF LEGISLATIVE AFFAIRS

licensees and community partners to ensure compliance with the regulations . This included outreach to and participation in townhall style meetings with industry groups , local community groups , state legislators and attorneys across the state .

PLCB executives also worked closely with Senate and House leaders , whose constituents were concerned about liquor license compliance issues in their neighborhoods .

“ Direct communication to licensees about the new program and media outreach were conducted in November to provide licensees some time to understand and come into compliance with license requirements prior to inspections beginning in January 2018 ,” PLCB Director of Policy and Communications Elizabeth Brassell says .

“ We did our best to communicate to the licensee community and explain the program so we could be sure that there was understanding all around ,” she adds .

Chief Counsel of the PLCB Rodrigo Diaz said that the board made a strong effort to ensure all members of the licensee community received the necessary information about the new program , including disseminating in multiple languages and various formats .

As another aspect of its education , the PLCB created a program website , www . lcb . pa . gov / licenseecompliance , as an information hub for licensees and Pennsylvania residents concerned about license compliance .

The website features fact sheets – which were translated into four languages other than English to meet local community needs – outlining the kinds of license compliance issues the PLCB will investigate , license requirements for various license types , licensees ’ appeal rights and other necessary information .

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