LA CROSSE, Wis. - Pending legislation in Wisconsin could allow retailers to sell alcohol at 6:00 am, just two hours earlier than the current law.

The Winona Daily News writes that grocers believe the time change would help customers who head out early for camping and fishing trips, or to sporting events, as well as help out third-shift workers and off-peak shoppers. "They don't want to go home and come back. It??s a convenience thing," said state Rep. Evan Wynn, co-author of the bill.

Meanwhile, some fear the two-hour time difference would be sending the wrong message, such as Pat Ruda, executive director of Coulee Council on Addictions. "Easier access equals more use," she said.

The Wisconsin Petroleum Marketers and Convenience Store Association supports the measure.

"If it makes it more convenient for customers to purchase beer for camping trips or sporting events, it seems to make sense," spokeswoman Pam Christenson told the newspaper.

For more on state alcohol issues, read "The Year for Alcohol" in the current issue of NACS Magazine.