ALCOHOLIC BEVERAGES: Amends administrative rules relative to alcohol rebates

2026 Regular Session Introduced by Jerome Zeringue

Allows instantly redeemable coupons for malt beverages up to 6% ABV, aligning promotions with other products and clarifying industry rebates.

Taken by the Clerk of the House and presented to the Secretary of State in accordance with the Rules of the House.

Overview

Type: House Concurrent Resolution

Sponsor: Rep. Jerome Zeringue

Topic: Administrative rule changes related to alcohol rebates for malt beverages

Action: Amends and reenacts an existing Department of Revenue rule; directs the State Register to print the amendment in the Louisiana Administrative Code (LAC)

Status: Reported favorably (14-0) as of 2026-04-23

Purpose and Intent

To modify the Louisiana Department of Revenue, Office of Alcohol and Tobacco Control (ATC) rule governing marketing incentives for malt beverages.

Specifically, to permit instantly redeemable coupons (IRCs) for malt beverages with up to 6% alcohol by volume (ABV), which were previously prohibited.

Aligns rule language with more permissive treatment for IRCs on lower-alcohol products, while maintaining framework for other rebate structures.

Key Provisions (What the Bill Changes)

Amends LAC 55:VII.317(C)(2)(l), Regulation IX – Prohibition of Certain Unfair Business Practices, under the Marketing and Sale of Alcoholic Beverages in Louisiana.

Repeals the prohibition on instantly redeemable coupons for malt beverages.

Authorizes coupons and rebates for malt beverages with ABV up to 6% to be instantly redeemable (IRCs) in addition to other permitted forms.

Maintains existing restrictions for MIRs (mail-in rebates) and cross-merchandising requirements when multiple products are involved:

If more than one product is marketed, MIRs must require proof of purchase for all products involved.
IRCs must adhere to redemption rules consistent with the amended policy.

Requires wholesalers not to incur costs associated with coupon or rebate promotions (i.e., wholesalers should not bear costs for these campaigns).

Directive to the State Register to print the amendments and incorporate them into the Louisiana Administrative Code, and to transmit the revised rule to the ATC.

Who/What is Affected

Wholesalers and retailers of malt beverages (with ABV not more than 6%):

May offer IRCs as part of promotions.
Must follow cost provisions that wholesalers do not bear promotional costs.

Consumers:

Potentially benefits from IRCs on qualifying malt beverages (6% ABV or less).

Louisiana Department of Revenue (ATC):

Implements the amended rule in the LAC; updates regulatory guidance accordingly.

Procedural and Timeline Aspects

This is a concurrent resolution directing the administrative rule change and its publication.

It instructs the State Register to print and publish the amendment in the Louisiana Administrative Code.

No immediate fiscal appropriation is stated; the measure focuses on regulatory change and publication.

Notes for Readers

The bill does not alter the ABV threshold itself (still up to 6% ABV for the affected malt beverages).

It focuses on allowing instantly redeemable coupons, which were previously prohibited for this category.

The intent is to create parity with other beverage marketing practices and provide clearer guidance for industry promotions.

Bill