Project Sticker Shock Campaign Highlights Consequences of Providing Alcohol to Youth

Page updated on October 28, 2025 at 10:43 AM
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For Immediate Release: October 28, 2025 
Media Contact: Emma Beall, emma.beall@alexandriava.gov, 703.746.3670 

Alexandria, Va. – Local shoppers were met with a powerful message this past weekend as the City of Alexandria launched its annual Project Sticker Shock Campaign. The youth-led initiative began with a press conference at Charles Houston Recreation Center, where City officials, youth representatives, and community leaders spoke out about the critical need to prevent underage access to alcohol. 

After the press event, 60 youth participants divided into teams and visited 55 retail locations, placing 1,100 warning stickers—provided by the Virginia Alcoholic Beverage Control Authority—on multi-packs of alcohol. These stickers emphasize the legal consequences of supplying alcohol to individuals under 21. Each participating store received a certificate acknowledging their support and partnership.

The campaign targets adults aged 21 and older who may legally purchase alcohol but then unlawfully provide it to someone underage, a practice known as a second-party sale.

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 given alcohol
  • Up to 12 months in jail
  • Loss of the driver’s license for up to 12 months.

    This event was hosted by the Substance Abuse Prevention Coalition of Alexandria (SAPCA); the Alexandria Police Department; the Alexandria Sheriff’s Office; the Department of Community and Human Services; the Department of Recreation, Parks & Cultural Activities; and the Alexandria City High School U.S. Army Junior Reserve Officers' Training Corps (JROTC) program. 

    SAPCA is an alliance of parents, youth, schools, city health and recreation agencies, media, nonprofits, businesses, policymakers, and law enforcement. Their mission is to engage diverse sectors of the community in collaborative, cross-cultural, and comprehensive substance use prevention efforts that result in a reduction of underage substance use in the City of Alexandria. 

    Visit alexandriava.gov/SAPCA to learn more about the coalition, including ways to get involved. 

    To report concerns regarding the sale or provision of alcohol to youth under age 21, call the Alexandria Police Department’s non-emergency number at 703.746.4444 or file a report online to the Virginia Alcoholic Beverage Control Authority.