Olympics and Beer

The country is still excited after the gold medal showings by the United States men’s and women’s hockey teams at the recently concluded Olympics in Milan. There were so many great games and Olympic stories that will be shared for generations.

One of the interesting features of the Olympics was repeated stories about the beer available at the Olympics.  All About Beer recently had a good article on the official beer designation.  Also, the official Olympics website on its official partners has additional information.

How the “sausage is made” in sponsorships or availability at the Olympics or at any major event such as professional sporting events is often a secretive and competitive process around the world.  Yet, the laws relating to sponsorship, exclusion, suppliers, wholesalers and retail licensees around the world are often different than the rules that govern alcohol sales in the United States.

In the United States, alcohol and competition laws are designed to prevent exclusive arrangements.  When a consumer goes to a sporting event, the consumer may be limited to only Coke or Pepsi for their soft drink choice, yet the same consumer should be able to get beer from different brewers at the same venue. The laws regulating the two products are different.  That is a function of the federal and state alcohol regulatory system that promotes competition and provides access to market for multiple brands by preventing tied houses and exclusive outlets.

And these laws are enforced.   The Treasury Department’s Alcohol Tax and Trade Bureau which enforces the Federal Alcohol Administration Act has taken enforcement actions against suppliers and distributors for business practices that were alleged to lead to exclusion and less competition at various venues.  States likewise have taken enforcement actions against alcohol licenses for violations of related state alcohol laws.

With over 8,000 brewers seeking to get their products in front of thirsty sports fans, the intersection of business practices and the law will continue to draw some attention as America heads towards other big sporting events in 2026 and beyond.  

Go USA!