Virginia Regulatory Town Hall
Agency
Virginia Alcoholic Beverage Control Authority
 
Board
Virginia Alcoholic Beverage Control Board of Directors
 
chapter
Retail Operations [3 VAC 5 ‑ 50]
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11/10/25  10:28 am
Commenter: Anonymous

Oppose extension of Happy Hour
 

As a former long-time worker in the food service industry, I always understood promotions like happy hour and special food prices to be an enticement to patrons who might otherwise go directly home after work and not go back out later in the evening.  Capturing this customer in that 4 PM - 7 PM window was key.  Frankly, the current time of 9 PM is quite ridiculous and encourages binge drinking during hours that Americans don't typically eat meals.

An extension to 12 midnight seems even more ridiculous. A question for the supporters: Why not set your prices at the happy hour price all day long?  To offer a discounted price up until midnight then raise them for the last 2 hours you are legally allowed sell alcohol for on premises consumption makes little sense.  We already have too many licensees who are willing to sell two drinks to a patron at last call, sometimes 15 minutes before 2 AM, thus encouraging that patron to gulp down two more drinks after drinking for hours.

In the interest of public safety, this petition should be denied.  

CommentID: 237588