Beer makers can pour samples at farmers markets

Our two breweries in Turlock are raising a glass – no more than 8 ounces – to a new state law allowing craft beer tasting at farmers markets.

Gov. Jerry Brown on Wednesday signed the bill, which is similar to a recent law permitting wine tasting at the markets. The news went down well at Dust Bowl Brewing Co. and Sandude Brewing Co., which are both looking into possible venues for their wares.

“Yes, we are ecstatic and on board!” said an email from Janette Freitas, who handles sales and marketing at Sandude. “Being able to showcase at outdoor venues such as certified farmers markets clearly opens doors for Sandude Brewing Co. and all breweries!”

Dust Bowl founder Brett Tate seconded the sentiment:

“The typical consumer at a farmer’s market is seeking local products; they like to know where their food and beverage come from, so it’s an ideal fit for local craft beer. The ability to sample allows consumers to experience the beer before making a choice to buy a certain style.”

The measure, Assembly Bill 774, was authored by Assemblyman Marc Levine, D-San Rafael, on behalf of the California Craft Brewers Association. These are lower-volume, higher-priced producers than, say, Budweiser or Coors, but their market is growing fast.

The Assembly and Senate both passed the bill unanimously, over the objections of Alcohol Justice, a San Rafael group that often criticizes beer, wine and liquor marketing.

“Granting yet another regulatory exemption for a segment of the alcohol industry only further erodes fair and effective alcohol regulation in California,” Alcohol Justice said on its website.

The new law allows beer tasting at the discretion of farmers markets certified by the state. The brewers need a license from California alcohol regulators and can pour no more than 5,000 gallons at all of their venues each year.

Market patrons can sample up to 8 ounces per day, and they must do it in a part of the market that is cordoned off from other vendors. The wine rules are similar, but the limit is 3 ounces.

Dust Bowl started in 2009 and now is building a much larger brewery and tasting room just west of Highway 99. Sandude launched last year on the south side of town.

Both mainly sell through stores, restaurants and bars, but they are eager to pour at farmers markets, too, though at much lower volume.

“Craft beer is meant to be interactive and engaging, which makes farmers markets an ideal platform," Tate said.

This story was originally published July 17, 2015 at 3:54 PM with the headline "Beer makers can pour samples at farmers markets."