Under California law, an alcohol beverage manufacturer is prohibited from offering premiums, gifts, or free goods in connection with the sale or distribution of alcohol. This is a long-standing public policy that prohibits manufacturers of alcoholic beverages from giving something of value to their retailers or consumers.
Beginning this year, the law has been relaxed to allow manufacturers of alcoholic beverages, including distillers and wineries to provide free ground transportation home to consumers who attend an invitation-only event relating to the promotion or sale of their product. It also permits breweries or beer manufacturers to offer free or discounted rides directly to consumers through taxi cabs, ride sharing, or other transportation services in the interests of public safety. The new law was enacted January 1, 2018 as an amendment to Business and Professions Code section 25600.
Section 25600 still prohibits alcohol beverage manufacturers from offering free gifts or premiums as a consumer protection policy, ostensibly to protect the consumer from predatory marketing. Free or low cost sober rides were, until the passage of this law, included in the prohibition.