Legal Question in Business Law in Virginia

Re: Advertising of alcoholic products

I cannot imagine any general rule on this question. It is clear that the Virginia Alcohol Beverage Control Board has the power to regulate the advertising of alcohol. So I would suggest that you ask the regulatory agency. It is possible that they might have some regulation on this. But outside of that agency's regulations, there is nothing in Virginia law about this. You would certainly have to be a licensed dealer in alcohol and might need to get a license for the advertisement itself. See COM. v. ANHEUSER-BUSCH, INC., 181 Va. 678, 26 S.E.2d 94 (1943). However, there is nothing unusual about a happy hour as compared with anything else.

I would think that if you can advertise alcohol, you can advertise happy hour. I would be extremely surprised if there is any special rule concerning happy hour.