The U.S. Tax and Trade Bureau, the federal agency tasked with regulating the bev alc industry, has just issued a statement saying that after receiving "inquiries both from industry members and State ABC officials" regarding A-B's MVP program, it has "informed AB officials that we do not believe their display enhancers meet the Product Display exception .We also do not believe that the sweepstakes part of the program meet the Direct Offering exception .Instead, TTB would consider these to fall under 27 CFR Part 6, Subpart C - Unlawful Inducements."