The new law authorises licensed alcoholic producers to provide tastes of alcoholic drinks as part of market research studies. California governor Gavin Newsom signed the bill into law on 18^th September.

The California Department of Alcoholic Beverage Control (ABC) had previously allowed taste testing for market research in limited circumstances, but the body ceased issuing specific guidance in 2009 over concerns that research involving providing consumers with alcohol would violate Section 25600 of the California Business and Professions Code.

The Insights Association had endorsed the bill in the legislature.

Howard Fienberg, senior vice-president, advocacy for the Insights Association, said: “The Insights Association applauds Assemblymember Cecilia Aguiar-Curry for working this bill into law. Her efforts have removed the legal uncertainty around alcohol taste testing for research purposes in California.

“This new law provides a reasonable solution within the existing legal structures, allowing for bona fide market research to be conducted with strict guardrails and limitations, such as limiting participation to consumers aged 21 and over, ensuring that the tastings are not for purposes of marketing/advertising, and restricting tastings to only regulated premises administered by responsible parties.”

The law will remain in effect only until 1^st January 2032, to allow lawmakers to evaluate its effectiveness, unless the legislature passes a new bill to extend it.