NACS Joins Responsibility Commitment for Crossover Alcohol Products

Four leading associations join forces.

June 17, 2024

NACS, along with the Distilled Spirits Counsel (DISCUS), Wine & Spirits Wholesalers of America and FMI—the Food Industry Association, issued a joint commitment related to the responsible marketing and merchandising of crossover alcohol products.

Crossover alcohol products are generally categorized as alcohol beverages that use the product and intellectual property (brand names, logos, etc.) of existing non-alcohol brands.

This industry commitment includes actions for suppliers to ensure crossover brand products abide by the DISCUS Code provisions, including advertisements directed to legal-drinking-age adults and the use of packaging and branding that is clearly and easily distinguishable from their non-alcohol beverage counterparts.

The commitment also includes provisions for wholesalers and retailers to ensure appropriate placement of these products in grocery and convenience store locations, as well as employee training and any necessary efforts to avoid consumer confusion.

“Our nation’s convenience stores proudly serve as an important market for consumers to purchase their favorite beverage, and this commitment showcases our efforts to reduce the potential for confusion and ensure our customers are aware which products in our stores contain alcohol,” said Henry Armour, president and CEO of NACS.

“Today’s commitment brings together all three tiers—suppliers, wholesalers and retailers—reinforcing our dedication to responsibly advertise, market and merchandize these products in a manner that avoids consumer confusion and ensures they are only marketed and sold to legal-drinking-age adults,” said Chris Swonger, president and CEO of DISCUS.