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Commission removes 'value markup' from spirits pricing formula

Maine State Liquor and Lottery Commission · February 1, 2026
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Summary

The Maine State Liquor and Lottery Commission voted unanimously to remove the "value markup" from the spirits pricing formula after an internal review, public hearing and submitted comments, a change Director Louis Luchini said will simplify pricing recommendations.

The Maine State Liquor and Lottery Commission voted unanimously to remove the "value markup" from its spirits pricing formula, the commission said during its Feb. 10 meeting. Director Louis Luchini presented the recommendation following an internal review and a public comment period; Commissioner Julie Sheehan moved to approve the change and Commissioner John Schneck seconded.

Director Luchini told commissioners the recommendation followed the internal review, a public hearing and submitted comments. The roll was called and all five commissioners voted in the affirmative. The Commission also discussed related rulemaking clarifications and a proposed pricing appeals process that remain under legal review, which Luchini said will be addressed in forthcoming rule changes to chapters 104 and 107.