Alcohol promoters are individuals responsible for promoting the sale and consumption of alcohol, usually a specific type of brand. These promoters may be closely affiliated with event promoters, who promote a particular venue, concert or entertainment. If either of these promoters wishes to sell or serve alcohol, he will certainly need a liquor license, although which one will depend on the jurisdiction in which he seeks to work.
Liquor Licenses
In the United States, all jurisdictions regulate the sale of alcohol. Each state has its own system for this regulations. While many states regulate the sale on the state level, others, such as Maryland, have cities and counties regulate it. In all jurisdictions, a party seeking to sell alcohol will need to apply to the government body that regulates these sales and receive its permission before proceeding.
Temporary Permits
Many states issue temporary permits to certain types of promoters for the sale of alcohol at a specific event. Generally, someone involved in the event will have needed to gone through the liquor licensing process already -- for example, the promoter himself. If the liquor license is not tied to a particular venue, then the promoter may need to get an additional temporary permit to sell liquor at the location of the event.
Site-Specific Permits
Other jurisdictions require that individuals receive site-specific permits. For example, a promoter may not be allowed to sell alcohol at a venue that does not already have a liquor permit. In this case, the promoter would not need to get a new license, but would piggyback off the license of the venue. However, the jurisdiction may have rules against promoters "borrowing" license from others in this way.
Considerations
The only way to determine for certain what type of license you need as a promoter is to ask the local government body that regulates liquor sales in your area. You can generally ask the secretary of state in your area or even your local city hall. Some states have agencies dedicated to regulating the sale of liquor, while others will assign this responsibility to a general business licensing department.
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