Overview: Governor Mikie Sherrill signed Senate Bill 4384 to make permanent the rules for off-premises alcohol sales originally established during the COVID-19 pandemic. The legislation grants retail consumption licensees the ability to sell mixed cocktails in closed and sealed containers for delivery, while also extending privileges to craft distillery licensees under specific conditions.
The Full Story
According to Governor Sherrill, New Jersey’s small businesses should not navigate outdated rules just to serve customers and grow. The law codifies temporary provisions enacted during the pandemic, allowing businesses with retail consumption licenses to sell mixed alcoholic beverages in closed and sealed containers for off-premises consumption. Craft distillery licensees are granted the ability to sell and deliver products under select conditions, including tamper-evident seals.
Senator Vin Gopal noted that making this permanent gives hospitality businesses another way to serve customers and generate revenue while keeping commonsense safeguards in place. Senator Declan O’Scanlon stated that during the pandemic, this commonsense policy helped restaurants survive one of the toughest periods in their industry’s history. Assemblywoman Luanne Peterpaul emphasized that local businesses need flexibility to serve customers where they are without being disrupted by unnecessary red tape.
Production & Profile
The legislation specifies strict requirements for off-premises consumption regarding product presentation. Retail consumption licensees may sell mixed alcoholic beverages in closed and sealed containers or deliver malted beverages, hard seltzers, and other original sealed containers. Craft distillery licensees must use tamper-evident seals for mixed drinks manufactured on licensed premises intended for off-premises consumption.
Distilled alcoholic beverages manufactured on the licensed premises may be sold in original containers accompanied by nonalcoholic beverages or foodstuffs that consumers may combine to make a mixed drink. These privileges were set to expire on September 1 before being made permanent through the signing of this law.
What This Means
The National Restaurant Association reports that in states where alcohol-to-go is permitted, 79% of wine drinkers, 77% of beer drinkers, and 74% of cocktail drinkers were more likely to choose a restaurant for delivery based on the ability to order cocktails to-go. Matthew Borowski, Owner of 618 Restaurant and The Death of Hospitality Group, stated that giving guests the opportunity to bring a piece of their brand home with them is priceless.
Daniel Klim, New Jersey Restaurant & Hospitality Association President & CEO, described making cocktails to-go permanent as a meaningful solution for New Jersey’s hospitality industry. This law preserves a popular and convenient option for customers while providing restaurants and bars with an additional revenue stream.
Consumer Takeaway
This legislation offers consumers expanded access to mixed cocktails and distilled beverages for off-premises consumption through licensed delivery services. Eligible establishments can now provide sealed, tamper-evident containers containing mixed drinks or original sealed malted beverages directly to customers. The policy ensures that family-owned small businesses have the tools to succeed by allowing guests to bring a piece of their brand home with them.
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