What you cannot do:
You may not offer free strong alcohol (over 22%), even to loyalty members or as a reward.
You may not offer free mild alcohol (e.g. beer) for marketing purposes – such as a visible "birthday gift" in the app.
You may not advertise combo offers where alcohol is offered for free with food.
What you can do:
You may offer discounted prices for mild alcohol on a loyalty member’s birthday, as long as the discount is part of your pricing and not free.
You may offer free non-alcoholic rewards, such as coffee, a mocktail, or dessert.
Example of a message that complies with the law:
"Happy Birthday! Today, enjoy 50% off selected items, including non-alcoholic drinks and our beer of the day."
In this case:
The alcoholic beverage is not free
The discount is clearly stated
The regulations are met
Read more from the official guidelines:
👉 Valvira: Advertising and Promotion of Alcoholic Beverages
Please note that according to our Terms and Conditions, merchants are fully responsible for the marketing of their products and services, including compliance with all applicable laws and regulations. This includes, but is not limited to, alcohol marketing regulations, age restrictions, and local advertising laws.
Need help?
Contact us via chat or at support@cluby.com