Based on insights from Williams Compliance, presented at the 2025 Orange County Craft Beverage Seminar.*

Running a modern Virginia winery means juggling more than vineyard work and tasting room hospitality—you’re also navigating evolving alcohol regulations, tightening social-media rules, and new compliance expectations around events, partnerships, and retail relationships. At the 2025 Orange County Craft Beverage Seminar, Williams Compliance—the East Coast’s only beverage compliance firm dedicated exclusively to our region—offered a practical breakdown of what producers must know going into this year.

Below is a winery-friendly summary of the biggest takeaways.

Who Is Williams Compliance?

Based in Virginia, Williams Compliance supports East Coast producers with licensing, brand registration, distribution strategy, direct-to-consumer compliance, and legal consulting. Whether as an outsourced compliance department or occasional support, they help wineries stay focused on making and selling wine—not paperwork.

2025 Key Compliance Issues

1. Social Media Is Advertising—And the Rules Now Apply Platform by Platform

TTB Circular 2024-1 makes one thing crystal clear: your social media is advertising, and all advertising rules apply on every platform you use.

What must be included?

Mandatory information must appear on your profile or about pages—not on every post:

  • Winery name
  • City & state
  • Class/type of product (when advertising a specific wine)
  • ABV (where required)

If you post downloadable media (photo, video)…

Mandatory info must be included in the media itself or linked directly from it.

Influencers count too

If someone posts on your behalf, the same rules apply.

And remember: prohibited practices still apply online

  • No content that appeals to minors
  • No false or misleading claims
  • No disparaging statements
  • No tied-house violations
  • No “liking” or resharing posts that violate the rules (yes—your likes count!)

2. The Biggest Problem Area: Shout-outs to Retail Licensees

Under Virginia ABC rules, you may not provide any “thing of value” to a retail partner—and public promotion counts. That means:

🚫 You cannot mention or tag a specific retailer unless you list all retailers who carry your wine.

Examples of non-compliant posts:

  • “Find our wines at Wegmans!”
  • “Pair our Chardonnay with a pizza from Fairfax Pizza.”
  • Liking or resharing a post from a retail licensee’s social feed

✔ You can mention:

  • Nonprofits without ABC licenses
  • Other wineries, cideries, breweries
  • Banquet-license holders
  • Retailers only when promoting an event you are attending, under strict criteria (see below)

3. When You Can Promote a Retail Location: Event Exceptions

You may post about an event at a retailer only if all of the following are true:

  1. Someone from your winery attends
  2. Your products are being poured
  3. You are not selling tickets or accepting payment
  4. Your post is strictly informational—who, what, when

Allowed example:

“Join us at Virginia Winebar on Friday, April 4—we’ll be there pouring our newest releases starting at 6pm.”

Not allowed:

  • Promoting how well their food pairs with your wine
  • Selling tickets
  • Linking to a retailer’s ticket sales page

4. Free Wine: The Rules Are Tighter Than Many Realize

🚫 Not allowed

  • “Buy one bottle, get one free”
  • Free wine as a contest prize
  • Free wine as an incentive for attending or purchasing

✔ Allowed exception (within a 24-hour period)

  • One free glass per person OR
  • One free bottle per group of two or more
    Examples:
  • Free Mother’s Day glass
  • Free glass for wine club pickup events
    Orange County Craft Beverage Se…

5. Happy Hour: Yes “Thirsty Thursday,” No “Fall-Down Friday”

Virginia prohibits:

  • 2-for-1 alcohol deals
  • “All you can drink” offers
  • Happy hour after 9pm

You may create playful names, but not ones implying over-consumption.
✔ Wine Down Wednesday
✘ Fall Down Friday

6. Contest & Giveaway Rules

🚫 Not allowed

  • “Share this post to win a bottle of wine!”
  • “Buy a bottle, get entered to win an iPad.”

These are considered incentives tied to alcohol sales.

✔ Allowed

  • Giveaways that do not require or reward alcohol purchases
  • Drawings for non-alcohol items (e.g., gift shop merchandise) where entry is not tied to buying wine

7. Food Trucks & Event Partnerships: Proceed Carefully

  • You cannot “give” space to a food truck if the truck holds its own ABC license.
  • Be cautious with events hosted by nonprofits that also hold a permanent ABC retail license.
  • Always ask whether any event host holds a retail license in addition to a banquet permit.

8. Wine Club Pickups Offsite

Allowed:

  • Delivering prepaid wine at a non-licensed location

Not allowed:

  • Offsite wine club pickups held at another ABC-licensed location
  • Pickup events in the parking lot of another winery or retailer
  • Selling wine at the pickup without obtaining a remote license

Why This Matters for Virginia Wineries

Regulatory compliance isn’t just about avoiding fines—it’s about:

  • Protecting your ABC license
  • Maintaining strong distributor and retail relationships
  • Ensuring consumer trust
  • Reducing legal risk around digital marketing and influencer content
  • Keeping your team aligned as social media rules evolve

The good news? With clear guardrails and a bit of planning, wineries can stay compliant and creative.

Need Help?

Wineries seeking individualized support can contact Williams Compliance for:

  • Distribution strategy
  • Direct-to-consumer permitting
  • Brand registration
  • Compliance audits
  • ABC/TTB questions

*Disclaimer:
The Virginia Wine Coalition does not provide legal or compliance advice. This article is for general informational purposes only and may not reflect the specific requirements applicable to your winery. All wineries should consult a qualified beverage-alcohol compliance professional or legal advisor before making any decisions or changes related to licensing, marketing, social media, events, or sales practices.