Wine Retailer News: The Reality of On-Line Sales to Minors
May 10, 2012 – 9:45 am
Weekly Commentary
THE REALITY OF ON-LINE SALES OF ALCOHOL AND MINORS
Alcohol retailers and wineries (both online and brick and mortar) as well as shipping companies need to do a better job of assuring that their products are not sold to nor arrive in the hands of minors. As a new North Carolina Chapel Hill Study released this week showed, minors can too easily buy and obtain alcohol online. The upside of the results of this study is that the problem, the the extent that it exists in the real world, can easily be addressed.
Wineries and retailers that sell online should, if they have not already, invest in online age verification systems that work. Many already have. Still, as consumers continue to migrate to online commerce, more wineries and more retailers should be investing in technology that helps verify that the remote buyer is of age.
Additionally, shipping companies need to be vigorous in their training of employees who are checking IDs when delivering alcohol. A policy of continued training of drivers will pay dividends not only socially, but economically.
However, where minors access to alcohol via Internet sales is concerned, one thing is clear: Minors don’t buy online. This crucial fact that ought to drive policy considerations and allocation of state resources on the issue of enforcement was not brought to light in the North Carolina Chapel Hill study. It should have been. Every study that looks at where minors obtain alcohol shows that “online” is never a part of the equation. A recent look at the issue by MADD (Mothers Against Drunk Driving) demonstrated that minors reported obtaining alcohol in the following ways:
1. From a parent, guardian or family member who is 21 or older (26 percent)
2. From someone 21 or older who is not related to the teen (25 percent)
3. From someone under 21 who is not related to the teen (22 percent)
4. Took it from home (10 percent)
5. Took it from someone else’s home (5 percent)
“Online” is not on the list for the simple reason that when not aided by researchers, minors have for more ready sources for quick access to alcohol, and they use them.
In the limited number of media outlets that covered the released of the Chapel Hill North Carolina study results, too often the researchers themselves suggested or said that online sales to minors were a problem. Nothing could be further from the truth. This should indicate even to the casual observer that the motivation behind the study was to limit online alcohol sales, even though it has meant a boon for adult consumers, a new source of tax income for states and a new sales channel aiding the economic viability of wineries and retailers.
So yes, online alcohol vendors like wineries and retailers as well as the shipping companies that deliver their goods should take measures to make it difficult for minors to use the Internet to obtain alcohol. However, let’s not kid ourselves or try to kid anyone else: Minors don’t buy alcohol online.
WEEKLY NEWS FOR RETAILERS
Buying Alcohol Online? It’s Not Hard for Minors
The LA Times reports on a study out of North Caroline Chapel Hill that showed 45 out of 100 orders made by minors ended up being delivered to the minors. Click to read more…
Minors Don’t Buy Wine Online
While a recent study showed minor are, under certain circumstances, able to purchase alcohol online and have it delivered, the fact remains that minors don’t buy wine online. This blog post explains why by profiling the plight of Little Pete. Click to read more…
Pennsylvania House Committee Sends Direct Shipping Bill to a Vote in Full House: NO Retailers May Apply
The Pennsylvania House Liquor Control Committee voted 24-1 to favorably report HB 845 to the full house. The bill would allow out of state wineries, but not retailers, to ship wine to Pennsylvanians. The original bill, before being amended, would have allowed out of state retailers to ship also. Click to read more…
On Allowing Wine To Be Sold in Maryland Grocery Stores: A Perspective
A “kerfuffle” over a proposal for wine sales in groceries in Maryland exposes the various interests in play when reasonable consumer access laws are considered. Click to read more…
Wine Prices Remain Relatively Low Because of Sluggish Economy
More reporting and background on the state of the economy and where alcohol retailing fits in. Click to read more…

