Massachusetts Weighs Permanent Tobacco Ban for Future Generations

Liquor store owners across Massachusetts should be aware of a new statewide proposal under legislative review that would permanently prohibit the sale of tobacco and nicotine products to anyone born on or after January 1, 2006.

If passed, this would be the first generational tobacco ban implemented at the state level in the U.S. and would apply to all tobacco retailers, including licensed package stores.

While this proposed legislation affects all tobacco retailers in Massachusetts, this update is focused on liquor store owners because of how closely tobacco sales are tied to their operating model.

This legislation was discussed during a public hearing held by the Joint Committee on Public Health on July 15, 2025.

Official hearing details:
https://malegislature.gov/Events/Hearings/Detail/5288

What the Bill Would Do

The proposed law would prevent anyone born in 2006 or later from ever being eligible to purchase tobacco products in Massachusetts, even after reaching age 21. The ban would cover all tobacco and nicotine products, including cigarettes, cigars, smokeless tobacco, and e-cigarettes.

This is not an age-based restriction that changes year to year. It is a birth-year-based ban that would gradually but permanently reduce the number of customers legally allowed to purchase tobacco in your store.

Why This Matters to Liquor Store Owners

For many package stores, tobacco sales are a significant contributor to overall revenue and foot traffic. In-store purchasing behavior is often tied to multi-category purchases, including alcohol, tobacco, and lottery.

If this law is passed, every liquor store that currently sells tobacco would see a permanent and shrinking customer base in that category. The long-term effect is straightforward: fewer eligible customers, fewer tobacco sales, and potentially less incidental in-store revenue.

This Isn’t Just a Proposal Anymore, It’s Already Moving at the Local Level

Brookline was the first municipality in the country to adopt a generational tobacco sales ban. Since then, according to Commonwealth Beacon, 16 other Massachusetts cities and towns have passed similar measures:

Belchertown, Chelsea, Concord, Conway, Hopkinton, Malden, Manchester-by-the-Sea, Melrose, Needham, Newton, Pelham, Reading, Somerville, Stoneham, Wakefield, and Winchester

Source:
https://commonwealthbeacon.org/government/state-government/mass-lawmakers-weigh-a-statewide-age-based-nicotine-ban

If this bill becomes law, it will apply to all stores statewide, urban, suburban, and rural alike, regardless of your current tobacco licensing or sales volume.

A Pattern Liquor Retailers Have Seen Before

This is not the first time the state has made a move that shifts revenue away from traditional brick-and-mortar retail. When Massachusetts launched its online lottery app, store owners across the state saw reduced foot traffic and fewer in-store lottery purchases. This bill represents another example of consumer activity potentially being legislated away from licensed local businesses.

Contact Your State Legislators

If you’re a liquor store owner and you believe this bill would affect your business, now is the time to take action. The proposal is still in committee, and no vote has been scheduled yet.

Use this tool to find and contact your representative:
https://malegislature.gov/Search/FindMyLegislator

Or call the State House switchboard and ask to be connected: (617) 722-2000

Here are a few direct lines to legislators who represent districts with large concentrations of retail alcohol licensees:

Rep. Russell E. Holmes (6th Suffolk) – (617) 722-2220

Rep. Aaron M. Michlewitz (3rd Suffolk) – (617) 722-2990

Rep. Samantha Montaño (15th Suffolk) – (617) 722-2460

Sen. Sal DiDomenico (Middlesex & Suffolk) – (617) 722-1650

Sen. William Brownsberger (Middlesex & Suffolk) – (617) 722-1280

If you’re unsure who represents your area, the legislative search tool above can locate that quickly based on your store’s address.

Bottom Line for Liquor Retailers

This bill has direct and permanent implications for any liquor store that depends on tobacco revenue or in-store traffic. You don’t have to take a public position, but you should know where things stand and decide whether to engage before the opportunity to weigh in passes.

If you’re part of the Massachusetts retail liquor industry, you’ve already seen what happens when the rules shift without input from operators on the ground.

What to Expect After Selling Your Liquor Store

Once your store has officially changed hands, there are a few final steps that can help make the transition as smooth and complete as possible. Some of these may be required, depending on your location or agreements, but many are simply recommended based on experience to help ensure everything is wrapped up cleanly and both sides move forward with clarity and confidence.

This checklist, featured in The Advisor – Issue #48, outlines post-sale steps that can help sellers close out remaining responsibilities and hand off the business with peace of mind.

1. Transfer or Terminate Contracts, Utilities, & Services

Sharing copies of contracts — like your POS system, security, or payment processing agreements — gives the buyer a clear view of what’s currently in place. It’s also a good time to reach out to your utility providers (electric, gas, water, internet, phone) to cancel or transfer accounts and to wrap up any services like snow removal or cleaning services, so everything is squared away on your end.

2. Share Vendor & Supplier Information

Most stores work with a range of regular suppliers — like beer, wine, spirits, grocery, and ice. Providing the buyer with a vendor list makes it easier for them to get up and running. You may also need to notify vendors of the ownership change and close out any accounts or end contracts that won’t be continuing after the sale.

3. Leased Equipment

If you have any leased equipment (like ATMs, draft systems, or coolers), make sure to check the terms of each agreement and coordinate with the provider or buyer on next steps. This helps ensure the lease is properly transferred, returned, or closed out — so you’re not responsible for it after the sale.

4. Staffing & Payroll

Coordinate with your payroll provider to close out payroll and issue final checks to any employees under your business. You’ll also need to cancel your workers’ compensation insurance and, if you’re formally closing your employer account, notify the appropriate state agencies.

5. Close Financials

Close business bank accounts, cancel credit card processing, and terminate insurance policies (general liability, liquor liability, etc.). If your store had a lottery license, notify the appropriate authority to cancel or transfer it.

We know how much time and energy goes into selling a business — and we’re here as a resource to help you finish strong, stay organized, and step away knowing everything has been handled properly.

Click here to read April’s newsletter: The Advisor – Issue #48

Super Bowl Spotlight: How Non-Alcoholic Beverages Are Changing the Game 

For the past few years, the rise of non-alcoholic adult beverages has been one of the most discussed trends in the industry—and one Liquor License Advisor has covered extensively in our newsletters. From shifting consumer habits to major brands investing in alcohol-free alternatives, this movement has been impossible to ignore. Now, with two major Super Bowl commercials, the conversation has once again gained traction, signaling that zero-proof beverages are reshaping the market. 

The First Non-Alcoholic Beverage Super Bowl Ad (2023) 

In 2023, Heineken made history with Heineken 0.0, becoming not just the first non-alcoholic beer to be showcased, but the first non-alcoholic adult beverage overall to be advertised during a Super Bowl. This wasn’t just another commercial—it was a defining moment for the alcohol industry. While non-alcoholic beverages had already been gaining traction, their presence on one of the world’s biggest advertising stages signaled a mainstream breakthrough. Alcohol-free options were no longer just a niche trend; they had officially entered the mass-market conversation.

While 2024 saw a brief pause in zero-proof beverage advertising, the trend continued. The absence of these products during the 2024 Super Bowl doesn’t appear to be linked to a decline in sales—it was clear that brands would re-enter the national advertising stage soon.

Non-Alcoholic Beverages Return to the Super Bowl (2025) 

Non-alcoholic beverages made a strong comeback in 2025, with Michelob Ultra Zero featured in Michelob Ultra’s Super Bowl commercial. Though the ad focused primarily on its alcoholic beer, the inclusion of its zero-proof option was still a significant moment for the industry. Best Day Brewing also aired a commercial solely dedicated to its non-alcoholic beer, further reinforcing the category’s growing presence.

With these brands making major ad investments, the resurgence of non-alcoholic beverages in Super Bowl advertising wasn’t just a continuation—it was a clear signal that alcohol-free options, particularly beer, have become an influential category in the market.

What This Means for Your Business: Staying Competitive with Zero-Proof Beverages 

As visibility grows—especially through high-profile advertising like the Super Bowl—it’s clear that non-alcoholic beverages are reshaping the industry.

For liquor stores, bars, and restaurants, offering alcohol-free options is no longer optional—it’s essential. Staying competitive means embracing this shift, expanding product selection, and catering to the evolving preferences of your customers.

At Liquor License Advisor, we’re here to help you stay ahead in this evolving market. 

The Future of Partying:

Will Cannabis-Infused Beverages Spark a New Kind of “Buzz”?

It’s widely known that the younger generations are drinking less alcohol, opting more for no and low-alcohol options than their elders. With health and wellness being at the forefront of this movement, liquor store shelves continue to adorn and multiply the products available for sober shoppers, including non-alcoholic beer and other canned beverages, no and low-alcohol wine, as well as a growing amount of no and low-alcohol options within the hard liquor category. There’s even a new bottle shop, Dray Drinks, in Boston’s South End that features only non-alcoholic beverages, demonstrating a real interest in the sober lifestyle. Retailers are following what’s trending and offering more non-alcoholic products in their stores than ever before.

To read the full article – check out The Advisor Magazine – Issue 34.

 

Holiday Gifting: Top Gift Trends For 2023

December is here, which means that shoppers are out in full force seeking the perfect holiday gift for everyone on their list. Alcohol remains a popular go-to gift, but what will consumers purchase this year? BevAlcInsights by Drizly has taken the guesswork out for retailers by issuing their 2023 Holiday Gift Guide, which provides insight on what categories and brands retailers should enhance in their inventory based on 2023 sales and 2022 gifting trends – critical data for businesses to make the busiest time of year a success.

Spirits reached new heights during the 2022 holiday season, with bourbon, Scotch whisky, and reposado tequila topping the charts for gifting purchases; wine (Champagne and red varietals) was a close second. It seems that despite the current economic climate, the holidays still remain a time when consumers splurge more than they might otherwise, with premium products being high in demand.

To read the full article – check out The Advisor Magazine – Issue 34.

 

Inflation Impact On Holiday Alcohol Spending

Almost everyone you talk to these days brings up the alarming rise in the cost of just about everything, from gas to food to interest rates. Although people are making an effort to consciously monitor their budgets, the holiday season is upon us once again, and with that season inevitably comes an increase in spending, despite the current economic climate. Will consumers celebrate the holidays more frugally this year, or will they toss budgets aside? Consumer spending will affect both on and off-premise establishments as we wrap up 2023, a year that has found most Americans financially strapped, with no end in sight.

To read the full article – check out The Advisor Magazine – Issue 33.

 

Pressure On For Boston Pocket Licenses?

The Joint Committee On Consumer Protection & Professional Licensure held its hearing on Oct. 2, 2023 for proposed Bill H.3741 and Bill S.2380 which are seeking an additional 250 licenses across 10 specific zip codes in the next 5 years, should it become law.

One of the issues that arose during the hearing around the 1:00:45 to 1:05:50 mark addressed the term “pocket” licenses, which are inactive liquor licenses being held by owners and/or landlords which go against the city’s guidelines for license use.

To read the full article – check out The Advisor Magazine – Issue 33.

 

Have You Heard of Sober October?

How This Trend Is Impacting Alcohol Sales

We’ve all become increasingly familiar with Dry January, but have you heard of “Sober October”? According to a recent USA Today article, this movement is becoming increasingly popular as consumers make more health-conscious purchases, trading in their alcoholic beverages for non-alcoholic or low-alcohol substitutes. Some people are trying out this lifestyle shift for a month to consider the benefits of not drinking, while others are trading out a few beverages here and there; however, others are making the shift to eliminate all alcohol entirely.

To read the full article – check out The Advisor Magazine – Issue 32.

 

Does Boston Need More Licenses?

Boston’s Home Rule Petition Hearing: October 2, 2023

Hearing to Consider 250 New Liquor Licenses in the City of Boston: A Brief Summary and What the Change Could Mean for Local Business Owners.

On October 2, 2023, a legislative hearing to consider additional Boston liquor licenses took place at the State House. Mayor Michelle Wu, City Councilor Ruthzee Louijeune, Councilor Brian Worrell, and Councilor Ricardo Arroyo were the forefront of the proposal to advocate in support of the home rule petition, which would allow the city to issue 250 new liquor licenses in ten specific zip codes over the next five years – if it becomes law. To become law, the bill still needs to pass the full Legislature and be signed by the Governor.

To read the full article – check out The Advisor Magazine – Issue 32.

 

Proposed Bill To Nix US Requirement To Obtain Liquor License

Will U.S. Residency Be Required?

Our Team here at Liquor License Advisor often receives the question of whether someone must be a U.S. citizen to obtain a liquor license in Massachusetts. Legally, they do: The way the law currently stands, the manager of record for a business must be a U.S. citizen to obtain a liquor license, which means that a non-citizen cannot be listed as the manager of record if he or she requires a liquor license for his or her business. Here in Massachusetts, the license owner must actually be a state resident as well to go on record as a manager or owner of a liquor license.

To read the full article – check out The Advisor Magazine – Issue 31.

 

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