THE ILLINOIS LIQUOR CONTROL COMMISSION IS TAKING ACTION TO HELP MAKE SURE CONSUMERS DON'T GRAB THE WRONG DRINK AT THE STORE.

THE COMMISSION HAS FILED AN EMERGENCY RULE TO ADDRESS CONCERNS OVER CO-BRANDING, WHERE ALCOHOLIC AND NON-ALCOHOLIC BEVERAGES CARRY THE SAME OR SIMILAR BRAND NAME AND LOGO SAYS EXECUTIVE DIRECTOR LISA GARDNER.

UNDER THE RULE, LARGE RETAILERS CAN'T DISPLAY ALCOHOLIC DRINKS RIGHT NEXT TO SODA, FRUIT JUICES, WATER OR CERTAIN SNACK FOODS. SMALLER STORES MUST EITHER DO THE SAME THING OR POST SIGNAGE INDICATING THE PRODUCT CONTAINS BOOZE.

AS A RESULT, THE COMMISSION HAS FILED AN EMERGENCY RULE, WHICH IT HOPES TO MAKE PERMANENT.