Alcoholic beverage packaging plays a critical role in the success of the product. Logistically, the packaging needs to protect the product and the quality for consumption. However, before you can get your beer, wine or spirit into your buyer’s home, you need to develop a strong brand image that will attract consumers. How you bottle and sell your alcohol will have an impact on success. Throw into this mix the regulations by the government and the FDA, and you can begin to see the complexity. We’ve broken down everything you need to know and what to consider when you are packaging your alcoholic beverages.

How Package Influences Consumer Buying Decisions

The Logo

Most purchases made by consumers have an underlying emotional drive. Seeing a logo that resonates deep in the subconscious will entice them to buy alcohol beverage products. When it’s done effectively, it can forge a long-term relationship with customers turning them into repeat customers.

Branded Colors

Brand awareness revolves around color schemes. A good example might include red for Target or green for Heineken. Color is one of the first things a customer will notice and will help your product stand out amongst the competition. Choosing appropriate colors will influence purchase decisions.


If your beer, wine, or spirit is new to the market, your consumers will rely on the information found on the labeling to help them determine whether or not that product is right for them. Your choice of font will continue the branded message, but you need to choose carefully. If it’s hard to read the customer is likely to move on.


Premium packaging means a lot to buyers. Statistics show that 52% of consumers would purchase again from a company if they believed the beverage they received was in excellent packaging. Choose wisely what you decide to package your adult beverage as it could make or break the connection you make.

What to Consider When Choosing Your Alcohol Beverage Packaging

When it comes to your adult beverage, there will be industry standards for packaging your products. For wine and liquor, you are relegated to standard sizes, but beer is a little more flexible concerning volume. However, you need to consider how the packaging will perform to ensure you’re marrying together the branded message and industry standards.

Protect Your Beverage

The primary function of the packaging is to protect the contents. Hopefully, your product won’t sit on the shelf for long, but you have limited controls over the conditions of the store they are sold in and need to ensure the product lasts as long as possible once in the consumer’s hands. The biggest issue will be leaks or contamination while at the store. Some alcohols and their makeup are hugely influenced by the presence of oxygen and will need bottles that protect against sunlight, loss of carbonation, and oxygen. All of which will affect the taste and quality.

Consumer Convenience

Buyers interact with your alcoholic beverage more than just through consumption. There is a lot to be said about the handling of the product. Convenience is a crucial component to successful packaging should include easy ways for it to be carried, opened, used, and purchased. It seems simple enough until you are up against protecting your product from the elements that can make it spoil. Maintaining a tight seal is critical, and the logistics around convenience and integrity is very fine.

Appropriately Labeled

We previously mentioned that your packaging label would communicate critical information. Some of this information is regulated by the U.S. Alcohol and Tobacco Tax and Trade Bureau (TTB) and The Federal Alcohol Administration Act (FAAA). Other information will revolve around your brand and product. Either way, you need to consider labeling and how it will appear on your packaging. Things to consider are shelf life, nutritional content, and alcohol by volume (ABV) percentage.

The U.S. Labeling Regulations on Beers, Wines, and Spirits

The Federal Alcohol Administration Act is monitored and enforced by the U.S. Alcohol and Tobacco Tax and Trade Bureau. The TTB has a lot to say about the labeling requirements for beers, wines, liquor, and malt beverage and oversees the buying, selling, and producing on both a domestic and international level. If the wine or beer doesn’t have a 7% ABV content, the beverage will then fall under the regulation of the FDA. Knowing where your product stands will impact the labeling on your packaging. If your beer or wine falls under the FDA here are the requirements for your label:

  • A list of ingredients in descending order by weight. You will start with the largest volume.

  • The complete list of nutrition facts including but not limited to nutrients, vitamins, fat, sodium, sugar, cholesterol, dietary fiber, calories, and more.

  • The name of the product that is established by law. It must appear prominently on the front of the bottle, can, or label.

  • Net weight or quantity of contents.

  • The name and address of the manufacturer, packer, or distributor must be visible and easy to read.

  • A notification of major allergens such as wheat, milk, egg, and nuts.

Packaging Adult Beverages

Navigating the nuances of label requirements is challenging. At Brindiamo Group, our experienced team of professionals is here to make it easier for you. It’s essential your product’s packaging, and branding marries well together, but trying to comply with and produce packaging that resonates can be a hurdle. We can use our expertise to navigate success. Learn more about alcohol beverage branding services on our website.