(SACRAMENTO, CA) — Assembly Bill 1991 (AB 1991), authored by Assembly Majority Leader Cecilia Aguiar-Curry (D-Winters), passes the California State Legislature and heads to Governor Newsom’s desk. The bill would allow wineries, breweries, and craft distilleries to conduct limited sensory tastings for market research.
“Our California growers and producers are having a tough time right now, and we need to give our businesses practical tools to succeed,” said Assembly Majority Leader Aguiar-Curry. “AB 1991 allows our winemakers, brewers, and distillers to better understand their consumers so they can improve their products while making sure these tastings are done responsibly.”
Sensory research is widely used across the food and beverage industries to gather consumer feedback on qualities such as aroma, flavor, balance, mouthfeel, and overall appeal. AB 1991 helps provide California’s large and small alcohol producers with a clear pathway to conduct this research and better compete in national and global markets.
“At a time when consumer tastes and the marketplace are evolving rapidly, innovation and insight are more important than ever for California’s wine community. AB 1991 gives wineries a practical, responsible way to better understand consumer preferences, reduce some of the uncertainty that comes with bringing products to market, and make more informed decisions about where to invest and innovate. We thank Majority Leader Aguiar-Curry for her leadership in advancing this important measure,” said President and CEO Steve Gross, Wine Institute.
AB 1991 establishes clear safeguards. Tastings are limited to, and must be conducted by, adults 21 and older, and comply with state and local laws. Incentives and promotional giveaways are prohibited, and research data may not be used for advertising. Participant compensation is capped at $500, individuals may participate in no more than three tastings per year, and tested beverages may not be sold on the same day. Retailers and wholesalers are prohibited from participating. The bill includes a five-year sunset.
“Our alcohol producers should have the same opportunity to do responsible market research as any of our other food and beverage businesses,” said Aguiar-Curry. “AB 1991 levels the playing field for all beverage and food businesses while protecting California consumers.”
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Assemblymember Cecilia Aguiar-Curry represents California’s 4th Assembly District, which includes all of Lake, Colusa, Napa, and Yolo Counties, and part of Sonoma County. She serves as the Assembly Majority Leader and Chair of the California Women’s Legislative Caucus.
