Stateways

StateWays - September/October 2016

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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StateWays | www.stateways.com | September/October 2016 15 suspension and a penalty of $5,000. While enforcing violations is a top priority for the agency, Gardner says it's become increasingly difficult to do so due to a lack of resources in this area. "We currently have a total of 60,000 permits across the state of North Carolina, and we have fewer NC ALE agents on the ground than we had back in 1992, when the number of permits was much smaller," he explains. "The enforcement funds have not kept up with the growth of alcohol across the state." The ABC Commission heavily in- vests in providing training and edu- cational programs. In-person training opportunities are supplemented by online training options, which are free and available 24/7. By working closely with permitted establishments, Gardner hopes to help people better understand their responsibilities and eventually eliminate all violations. Education is at the core of the ABC Commission's work, and when Gardner was appointed to his position, he was tasked with focusing on combating underage drinking. The issue is a big one in North Carolina, and in addition to coping with the loss of many lives each year due to underage consumption, the state spends more than $1.3 billion annually on related inci- dents, causing financial strain. Prior to launching a large-scale campaign, the ABC Com- mission opted to conduct research with various target audiences to determine where the root of the problem lay and what the best approach would be to address them. After seeking advice from other states and conducting more than 500 interviews with parents and children, the agency determined that the av- erage age children begin drinking is 13, and that children seek more guidance from their parents about the dangers of alcohol than they are currently receiv- ing. As a result of their research, the ABC Commission launched the "Talk It Out" campaign, which began in 2014. The initiative utilizes various channels — such as television, radio, billboards, bumper stickers and social media — to drive people to talkitoutNC.org, a web- site full of resources intended to help parents converse effectively with their children about alcohol. Additionally, the website contains detailed information on ad- olescent brain research, which indicates that the human brain isn't fully developed until the age of 25, and details the danger- ous effects that alcohol can have on youths' brain development. The entire "Talk It Out" campaign, which is currently in its third phase and is entirely self-funded by the Commission, has an annual operating budget of $3.1 million. DURING THE 2016 FISCAL YEAR, GROSS SALES AT ABC RETAIL STORES GENERATED MORE THAN $1 BILLION IN REVENUE, WITH 5.6 MILLION CASES OF PRODUCT SHIPPED.

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