TABC promotion rules are strict. Using precise measurements for "standard drinks" is crucial to avoid violations for encouraging excessive consumption.
Bars and restaurants in Dallas thrive on promotions. Whether it’s "Taco Tuesday" or a reverse happy hour, specials drive traffic. However, the TABC strictly prohibits certain on-premises promotions because they are identified as reasonably likely to result in the excessive consumption of alcohol.
Creativity in marketing is great, but compliance is non-negotiable. Before you print that new banner or post to Instagram, make sure your promotion doesn't cross the line.
1. Know Your "Standard Drink"
To avoid violating promotion rules, you first need to understand what the TABC considers a "standard" drink. Knowing these sizes is key to ensuring you aren't accidentally over-serving or offering prohibited discounts.
Beer: 12 oz (approx. 5% ABV)
Wine: 5 oz (approx. 12% ABV)
Liquor/Spirits: 1.5 oz (80 proof/40% ABV)
2. The "Don't" List: Prohibited Promotions
To keep your permit safe, ensure your managers know that the following practices are strictly banned in Texas:
No Late-Night Specials: You cannot offer drink specials after 11:00 p.m.
The "Two Drink" Limit: You cannot sell more than two standard-sized alcoholic beverages to one person at a time. (e.g., You cannot serve a "bucket" of 5 beers to a single customer).
No "Bottomless" Deals: "All you can drink" specials are explicitly prohibited.
No Volume Discounts: You cannot offer discounts based on the amount of alcohol consumed.
No Drinking Games: Beer pong, flip cup, and similar contests that involve consuming alcohol are banned.
No Free Drinks: You generally cannot advertise "free drinks," and with very few exceptions, you cannot give them away. You strictly cannot give a free or discounted drink in exchange for a purchase (e.g., "Buy a burger, get a free beer").
3. Advertising Restrictions
A common mistake Dallas venue owners make is trying to compete on price where everyone can see it.
The Rule: You cannot post or advertise alcohol prices on the outside of your location.
The Fix: Keep your price menus inside or on social media, but do not paint "$2 Margaritas" on your front window facing the street.
💡 Storm Liquor License Pro-Tip: "Excessive Discounts" is a catch-all rule. Texas law prohibits any practice that reasonably causes people to drink excessively. Even if a specific promotion isn't explicitly named in the code, if it encourages rapid or heavy drinking, it is a risk to your license.
Promote Responsibly
You can still run a successful Happy Hour without breaking the law. If you are unsure if your new "Mega Margarita Monday" idea is legal, let us review your promo strategy before you launch.
Disclaimer: This blog is for informational purposes only and does not constitute legal advice. TABC regulations are subject to change.
