Technology/Services

TruAge Adds Altria as Sponsor

Tool to check identification at checkout gains more supplier support
convenience store checkout
Photograph courtesy of NACS

ALEXANDRIA, Va. —TruAge, the new digital age-verification system from NACS and Conexxus, has added Altria Group Distribution Co. (AGDC) as a sponsor, the companies said during the 2021 NACS Show in Chicago. AGDC joins the two largest U.S. beer companies—Anheuser-Busch and Molson Coors Beverage Co.—in support of TruAge.

AGDC provides sales and distribution services for Altria Group’s tobacco operating companies, including Philip Morris USA, US Smokeless Tobacco Co., John Middleton and Helix Innovations.

“It is clear that these companies share our vision of developing a future-proof solution to keep age-restricted products out of the hands of minors. We welcome others to join us and these brands in this national effort,” said Henry Armour, NACS president and CEO. “The convenience retailing industry is all in on ensuring that every sale is a responsible sale and having AGDC, Anheuser-Busch and Molson Coors supporting TruAge sends an important message that leading U.S. brands are equally committed.”

More than 130 retail companies representing more than 22,000 convenience-store locations in the United States support TruAge, as well as four industry point-of-sale (POS) providers.

“We are excited to join this important initiative because TruAge deepens our trade partners’ support of underage prevention and helps establish retail as the most trusted place to responsibly sell tobacco products,” said Scott Myers, president and CEO of AGDC.

TruAge, developed by NACS, the global trade association that represents the convenience and fuel retailing industry, and Conexxus, its standards-setting partner, makes the traditional carding experience more convenient and accurate. NACS, founded in 1961 as the National Association of Convenience Stores, and Conexxus are both based in Alexandria, Va.

TruAge is free to retailers, consumers and POS providers, and its relevant intellectual property will be placed in the public domain—removing significant barriers to adoption.

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