Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, May 9, 1995 TAG: 9505090115
SECTION: VIRGINIA PAGE: C-4 EDITION: METRO
SOURCE: JEFF STURGEON STAFF WRITER
DATELINE: LENGTH: Medium
Liquor should be advertised less and taxed more, two of more than a dozen speakers told representatives of the Alcoholic Beverage Control Department during a forum at the Roanoke County Administration Center.
"Don't sacrifice our children for monetary gain," said Maj. George McMillan, chief deputy of the Roanoke Sheriff's Office, drawing applause from the audience of 130 people.
ABC representatives were in Roanoke for the third of six hearings around the state at which residents can critique the agency's performance. ABC regulations come up for possible amendment this summer.
Proposals that have drawn fire at other forums included one by Miller Brewing Co., which urged Virginia to allow advertisements featuring pro athletes, as all other states do. As it stands, manufacturers have to change national ad campaigns used here, according to the brewer's written petition. No one from Miller spoke at the meeting.
Other industry proposals would allow sweepstakes for free alcohol, distribution of novelties in stores and expanded use of billboards.
But the industry is divided over how much it wants the state to loosen its decades-old policy of regulating the manufacture, possession, sale, transportation and delivery of alcohol.
Dave Hutchinson, a member of the Virginia Beer Wholesalers Association, said his organization advocates keeping laws, including those dealing with advertising, as they are. Danny Tomlin, who represented the Wine Wholesalers Association, agreed.
Jim Phipps, who directs the Court-Community Corrections Program, which works with criminals on probation, seemed to sum up the feelings of many in the room when he said, "Alcohol is the greatest threat to our society."
Phipps said he recommends that those who buy alcohol pay higher taxes, and that the money be used to fund alcohol education programs, incarceration of more drunks and related efforts.
Roanoke Commonwealth's Attorney Donald Caldwell said the ABC should consider restricting advertising further. Ads have the heaviest impact on young people, even though alcoholic beverage makers and distributors may not intend for that to happen, he said.
Roanoke County Treasurer Fred Anderson added to the debate the arguments of an ad hoc Richmond group, Community Leaders for Responsible Alcohol Policy, by reading part of the group's position paper arguing the risks of greater advertising freedom. That policy won an endorsement last week from Roanoke County School Superintendent Deanna Gordon.
None of the speakers during the meeting's first 90 minutes advocated less regulation of the alcohol industry, although that's the direction taken by a package of bills passed by the General Assembly this year, said Curtis Coleburn, secretary to the ABC board.
One bill allows grocers to sell "cooler" beverages that contain up to 71/2 percent distilled spirits. Another allows the first "gourmet brew shops," at which patrons can buy beer supplies and brew beer at home. Another lets alcohol companies advertise without a permit on blimps flying over the state.
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