Changes to the range of authorised wine container sizes in the USA

On 10 January 2025, the Alcohol and Tobacco Tax and Trade Bureau (TTB) published a rule in the Federal Register, expanding the range of authorised wine container sizes. The new regulation is expected to give producers more flexibility, streamline trade and offer consumers a wider selection of packaging options.

What does the new rule involve?

The final rule, which came into force on 10 January 2025, introduces 13 new capacity standards for wine containers. The decision was taken after careful consideration of public comments, including input from industry members and organisations. The TTB initially proposed adding 10 new container sizes in a notice published in May 2022, which prompted extensive debate within the wine industry.

The final rule authorises the following new wine container capacities: 180 millilitres, 300 ml, 330 ml, 360 ml, 473 ml (16 oz), 550 ml, 569 ml (19.2 oz), 600 ml, 620 ml, 700 ml, 720 ml, 1.8 litres and 2.25 litres.

These new sizes expand the options available to bottlers, offering greater packaging flexibility and giving consumers a wider range of choices when buying wine.

The reason for the rule: industry feedback and flexibility

The main reason for these changes is to respond to the wine industry's requests for a greater variety of container formats. Producers and bottlers have expressed the need for more flexibility, especially to meet consumer demand for different wine volumes. These changes are also seen as a way of facilitating the movement of goods, both nationally and internationally, allowing manufacturers to adapt to different market requirements.

By expanding container capacity options, the TTB aims to facilitate global wine trade and improve operational efficiency. With these new standards, the wine industry will be better able to respond to growing demand for more convenient formats while complying with federal regulations.

Benefits for consumers: more choice and less waste

The new rule also brings benefits for consumers. With more options available, buyers can choose wine containers that better suit their preferences or needs. Smaller formats, such as 180 ml or 300 ml, may appeal to those looking for cheaper options or who prefer single servings. Meanwhile, larger formats such as 1.8 and 2.25 litres may be ideal for gatherings or households that consume more.

Supporters of the rule also suggest that greater variety in sizes can reduce waste, as consumers are less likely to buy more wine than they actually need. One comment received during the consultation noted that allowing larger containers would help "reduce waste and the recycling burden", making this measure a benefit for both producers and the environment. This shift towards more flexible packaging options could ultimately improve the sector's profitability and lower prices for consumers, contributing to a more sustainable approach to wine consumption.

The TTB's new rule represents a significant change in wine industry regulation. By authorising 13 new container sizes, the rule gives producers more flexibility and offers consumers a more varied selection. Although there are still concerns about possible consumer confusion and discrepancies in state-level regulation, the TTB's decision to keep existing standards while adding new formats represents a balanced approach that benefits both industry professionals and consumers. With these changes, the wine industry will be better placed to respond to global demand and ensure consumers have the options they need.

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