
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: FRIDAY, June 22, 1990                   TAG: 9006220904
SECTION: VIRGINIA                    PAGE: A-4   EDITION: EVENING 
SOURCE: Associated Press
DATELINE: RICHMOND                                LENGTH: Short

ABC WEIGHS EASING SPORTS-ALCOHOL RULES

Virginia's ABC Board is considering easing limits on alcoholic beverage licensees who associate sports prowess with alcohol consumption in their marketing efforts.

Industry spokesmen favored the proposed marketing changes at a public hearing Thursday, but citizens told the Alcoholic Beverage Control Board they oppose the measures.

ABC regulations forbid the use of athletes of any description, or their teams, in liquor, wine or beer ads. But the regulations also allow the board to grant exceptions for good causes.

One change being considered by the board was proposed by Miller Brewing Co. It would allow the use of athletic teams and sports leagues in alcoholic beverage advertising.

Another proposal would allow the use of present and former athletes and teams during charitable events sponsored by the alcoholic beverage companies. This proposal was offered by the ABC Board, which said it wants to clarify its own regulations.

by CNB