Strategic Plan

Message from the Director

January 1, 2025, marks the Department of Alcoholic Beverage Control’s 70^th anniversary since its inception by the State Constitution, and on this momentous milestone I am proud to present our 2025 Strategic Plan. This comprehensive plan was collaboratively developed to detail the organizational objectives of the department and implement strategies to successfully guide our work and achieve our core goals over the next five years. Our mission, vision, and values serve as a bedrock of this plan and will help ABC protect the public through excellent alcohol regulation. 

ABC’s Executive Staff partnered for over a year to develop and fine tune a plan that will enhance effectiveness, strengthen public safety and compliance, promote equity in program delivery, and optimize administrative support. The priorities set forth were carefully crafted in central consideration of the concerns, needs, and expectations of ABC’s many partners.

The strategic planning process began with an analysis of the state of affairs in both the department and the marketplace to identify issues and trends that impact ABC’s ability to carry out its mission. To inform the analysis, the department surveyed staff and external partners, resulting in hundreds of responses containing valuable feedback and meaningful recommendations. This input served a critical role in a dynamic process and was instrumental for the tailoring of the 2025 Strategic Plan. This plan also achieves the governor’s objectives detailed in Executive Order N-16-22 by embedding inclusive considerations and practices in our operations, strengthening the ability of ABC to serve all Californians. 

The objectives in this plan provide a road map that will help our department facilitate improvement, foster growth, and achieve success.

In partnership,

Joseph McCullough
Director

Strategic Goals

Goal 1—Enhance Effectiveness of Licensing Program by Improving Communication, Customer Service, and Efficiency

Objectives

1. Increase the efficiency and accessibility of the license application process by conducting comprehensive program review, implementing online application functionality, and increasing technical assistance resources to simplify the process and improve equitable access to licensing services.
2. Develop comprehensive customer service training programs for staff to ensure high-quality, consistent interactions with the public.
3. Regularly collect and analyze customer feedback to identify areas for improvement and measure satisfaction levels.

Goal 2—Strengthen Public Safety and Compliance

Objectives

1. Expand partnerships and collaborate with local law enforcement and governments, community groups, and other organizations on common public safety and quality of life issues at the regional level.
2. Increase frequency and effectiveness of program activity related to youth access to alcohol.
3. Improve the efficiency and capacity for addressing licensees posing significant public safety challenges.
4. Increase the visibility of enforcement actions (positive and negative) through expanded capacity to communicate via traditional and social media, and ABC’s subscription notification services to increase awareness of the potential harm and consequences of non-compliance.
5. Grow the information network between ABC and its partners and increase the effectiveness of the educational and collaborative content that flows through it.

Goal 3—Promote Equity in Program Delivery

Objectives

1. Ensure all communities have equitable access to licensing, resources, and support.
2. Foster an inclusive environment by embedding equity principles into the design, implementation, and evaluation of all internal and external programs, ensuring fair access and outcomes for all.

Goal 4—Optimize Administrative Support of the Licensing and Compliance Programs

Objectives

1. Establish a strong collaboration between ABC’s program, public information, and regulatory functions to provide industry guidance and education on complex regulatory issues and mitigate uncertainty that could lead to confusion, violations, and ultimately competitive inequity within the regulated system.
2. Implement conversion of key program documentation to digital formats and develop systems to provide regular management reporting on operational and program performance metrics and facilitate informed decision making.
3. Foster high-performing, diverse, and dedicated workforce through effective hiring, onboarding, development, deployment, employee engagement, department-wide accountability, and commitment to an equitable workplace.
4. Ensure organizational continuity and maintain leadership excellence by developing and implementing a comprehensive succession planning strategy.

Contact

Additional information may be obtained by contacting:

Alcoholic Beverage Control
3927 Lennane Drive, Suite 100
Sacramento, CA 95834

Email us at headquarters@abc.ca.gov
Call (916) 419-2500