CHICAGO—While you’re at the NACS Show, be sure to check out the live demonstrations of TruAge, NACS’ and Connexus’ new digital identification solution that enhances current age-verification systems and protects user privacy.

Stop by Conexxus Booth No. 3370 and the TruAge™ Booth, located in Lakeside E300 level near Registration, to see firsthand this groundbreaking new platform for managing the identification verification process for the sale of age-restricted products.

Altria Group Distribution Company (AGDC), Anheuser-Busch and Molson Coors Beverage Company are TruAge™ sponsors.

AGDC provides sales and distribution services for Altria Group’s tobacco operating companies, including Philip Morris USA, US Smokeless Tobacco Company, John Middleton and Helix Innovations. Anheuser-Busch and Molson Coors Beverage Company combined represent 18 of the 25 top-selling beers in the U.S., including eight of the top 10 beers.

TruAge™ also is supported by more than 130 retail companies—including five of the top 10 convenience store chains—that represent 22,000-plus convenience store locations in the United States, plus four industry point-of-sale (POS) providers.

TruAge™, developed by NACS and Conexxus, its standards-setting partner, makes the traditional carding experience more convenient and accurate. It addresses age-verification beyond the traditional store register to online ordering, home delivery and curbside pickup, which have grown in popularity during the pandemic.

New pilot tests for TruAge™ are now underway at Russell’s Convenience stores in Hawaii, and other companies expect to pilot the technology at their stores later this year. TruAge™ previously had been tested at select liquor stores in Maryland and West Virginia and successfully demoed at the NACS Leadership Forum in May.

“Our initial tests demonstrated that the TruAge™ solution works and works fast—posting verification that protects the cashier in a fraction of second. These additional tests are designed to pressure-test the convenience features as we move toward both stand-alone app-based solutions as well as solutions that can be folded into existing retailer apps,” said Conexxus Executive Director Gray Taylor. “In both cases, TruAge™ provides the most effective, convenient solution to date to age verify customers quickly while protecting their privacy,” he said.

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. Learn more about the TruAge™ program and opportunities to participate at

Also in this issue from NACS Show Daily