Free supply

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Except in the case of tasting sessions in liquor stores or sampling during catering promotions, advertising in which alcoholic beverages are offered free of charge to private individuals by a member of the industry or with the active co-operation of a member of the industry is not permitted.

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The value of a premium offered may not be more than half of the total value of the purchased product including the purchased premium.

Explanation of Article 19

It is not allowed to use the word ‘free’ or synonyms thereof (such as ‘present’ or ‘treat’) in communications.

It also holds for grocery packages and rewards in competitions and/or promotions that no alcoholic beverages may be given away, even though the word ‘free’ or a synonym thereof is not used in the message.

Guidelines to Article 19 – Free supply

Giving away alcoholic beverages for free in whichever form is not permitted. This does not suit responsible alcohol marketing. Presenting people with festival tickets is permitted, provided that the winners will not receive any ‘free’ alcoholic beverages during the festival. So do not use ‘all-inclusive’ or ‘including drinks’ in your communications.

According to Article 2a of the Alcohol Law, as from July 1st 2021 the maximum discount permitted on alcoholic beverages is 25% of the retail price. Price promotions on alcoholic beverages of more than 25% are no longer permitted for ‘use elsewhere than on the spot’. For example, price promotions such as ‘get two, pay for one’ are no longer permitted for supermarkets and liquor stores. The maximum discount of 25% also applies when giving extra contents of a product or a free product such as a glass or opener.

All-inclusive party? Free drinks?!

Winners could win an all-inclusive Ladies Party at their home. According to the RCC there is question here of offering alcoholic beverages for free, because this party is completely taken care of by Canei. Even though it is not specifically communicated that the reward also includes Canei. Only by the linkage of the brand name to the alcoholic beverage Canei, it is sufficiently plausible that alcoholic beverages of this brand will also be provided.