In January 2025, the U.S. Treasury's Alcohol and Tobacco Tax and Trade Bureau (TTB) issued a final rule to add 13 additional standards of fill (i.e., the amount of liquid in a container) for wine and 15 additional standards of fill for distilled spirits, allowing new packaging sizes and formats (e.g., glass for single-serve spirits-based drinks). This rule may reshape market dynamics, foster innovation, and enhance consumer choice.

Expanding the range of allowable container sizes enables the U.S. to align with global packaging standards, making it easier for domestic producers to compete internationally and for imported products to enter the market without costly repackaging. This regulatory shift also allows brands more agility to innovate with new product formats, particularly in response to trends such as premiumization and sustainability.

From a consumer standpoint, the expanded standards of fill offer an enhanced purchasing experience. Smaller formats cater to health-conscious drinkers and those seeking lower-cost entry points into premium categories, while larger formats provide value-driven options for social gatherings and bulk purchases.

Wine Packaging

Under the new law, wine producers can now package their products in 180 ml, 300 ml, 330 ml, 360 ml, 473 ml (16 oz), 550 ml, 568 ml (19.2 oz), 600 ml, 620 ml, 700 ml, 720 ml, 1.8 liter, and 2.25 liter sizes. These sizes are in addition to those approved and listed in 27 CFR 4.72.

Wine marketers can choose from a broader array of packaging options, enabling them to adapt to market demands and optimize their product offerings. The availability of more container sizes allows consumers to select product quantities that best suit their needs, preferences, and drinking occasions.

Spirits Packaging

Distilled spirits producers can now package their products in 187 ml, 250 ml, 331 ml, 350 ml, 355 ml (12 oz), 475 ml, 500 ml, 570 ml, 700 ml, 710 ml, 945 ml, 1.5 liter, 2 liter, 3 liter, and 3.75 liter sizes. These sizes are in addition to those approved and listed in 27 CFR 5.203.

Several of the new sizes for spirits support producers and consumers of ready-to-drink (RTD) cocktails. All standards of fill for distilled spirits are now approved for cans and containers other than cans, such as glass. According to the Glass Packaging Institute (GPI), the demand for spirits-based RTD cocktails has surged recently, with sales increasing by 226% between 2016 and 2021.

"The TTB's decision to modernize older regulations that had previously limited packaging options for certain spirits-based products acknowledges the importance of innovation, consumer choice, and environmental sustainability. It ensures a level playing field for all packaging materials," declared Scott DeFife, president of GPI. Historically, the 355-ml or 12-oz size for spirits-based products was restricted to metal or aluminum containers.

The information contained in this article is intended for general information purposes only and is based on information available as of the initial date of publication. No representation is made that the information or references are complete or remain current. This article is not a substitute for a review of current applicable government regulations, industry standards, or other standards specific to your business and/or activities and should not be construed as legal advice or opinion. Readers with specific questions should refer to the applicable standards or consult with an attorney. It is the customer’s responsibility to determine whether its filled product is subject to any applicable government regulations and to ensure compliance with such regulations.