$1 drink specials may be illegal in New York

- It is no secret that happy hour here in New York City is huge. Who doesn't love less expensive drinks and free snacks to eat?

Marketing expert Mark DiMassimo, CEO of DiMassimo Goldstein, says there is intense competition between bars and restaurants in the city when it comes to getting people in the door. The way they draw people in is by discounting drinks. However too much of a discount is illegal.

Two-for-one specials are allowed, however charging $1 for a drink that normally cost $10 is prohibited, according to the New York state liquor Authority. DiMassimo says that if a bar sells that same-size drink for less than half price, it could get in trouble unless the special has less liquid (and alcohol).

The 99-cent or dollar drinks may create a lot of buzz in town, but owners who are offering it can face a fine or even lose their liquor license. 

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