Purpose of Practice

To remind purchasers of alcohol what the criminal penalties are for furnishing alcohol to minors.

Description of Practice

The Sticker Shock Campaign is designed to reach adults who might purchase alcohol legally and then provide it to minors. Stickers warning about the penalties for furnishing alcohol to minors are placed on all multi-packs of beer, wine coolers, and other alcohol products that might appeal to underage drinkers.

Success or Improvements

The impact of the stickers is increased by media coverage of the event and by longer-lasting signs to be displayed by participating retailers. The project represents a partnership between youth, retailers, concerned parents, community members, prevention professionals, and law enforcement with the goal of educating potential furnishers, raising public awareness about underage drinking, and strengthening the deterrent effect of the law against providing alcohol to minors.


This program has been widely adopted by communities throughout the State of Vermont and has become a staple project for many coalitions working with teens. Acceptance by large corporations owning many locations has proved how valuable the program is to them and their community. Many other states replicate this program.


Name: Kathy O'Hara, Personnel Administrator 
Agency: Vermont Department of Liquor Control 
Address: 13 Green Mountain Drive, Drawer 20, Montpelier, VT 05602 
Tele: 802-828-4934 
Email: kathy.ohara@state.vt.us