Project Sticker Shock is an annual youth-led event that raises awareness of the importance of preventing access to alcohol by underage youth. During this event, teams of youth and adults visit local retailers to place warning stickers, provided by the Virginia Alcoholic Beverage Control Authority, on multi-packs of alcohol to highlight the legal consequences of providing alcohol to persons under 21. All participating retail stores receive a certificate in recognition of their partnership to prevent underage alcohol access.

This campaign aims to reach community members ages 21 and older that may purchase alcohol legally and then illegally provide it to a person under age 21 – also referred to as a second-party sale. If a retail employee observes specific activity of a second party, such as passing of money, participation in selection, or bringing the alcoholic beverage to the checkout counter, ID should be requested of the second party. The sale may be legally refused if the second party is under age 21.

In Virginia, it is a Class 1 misdemeanor to provide alcohol to a minor. It is also illegal for anyone to use a fake ID to purchase alcohol. Adults that provide alcohol to persons under age 21 can face the following penalties upon conviction:

• A $2,500 fine per young person provided an alcoholic beverage
• Up to 12 months in jail
• Loss of the driver’s license for up to 12 months.

 In October 2023, the majority of alcohol retailers in Alexandria participated in this campaign - teams of youth and adults visited over 50 stores!