All alcohol brands must be registered before a manufacturer, wholesaler, or shipper may:
- Ship, transport, or deliver the brand within Connecticut, or
- Wholesale or offer the brand for sale.
Note: Connecticut manufacturers do not need to register their brands if the items are only for sale at their premises. Connecticut manufacturers do need to register their products if they wholesale the items either themselves or through an appointed wholesaler.
What is a brand?
A brand is an individual alcohol product. It is more than the general name “brand name”. It includes the separate product lines and even flavors of a particular alcohol portfolio. Note that different format sizes do not require unique brand registrations.
- Example: Budweiser is a “brand name”, but only registering the name “Budweiser Beer” is insufficient to cover the whole product line. Individual brand registrations also include Bud Light, Bud Light Clamato, and Budweiser Nitro Reserve Black.
- Example: White Claw is a “brand name”, and “White Claw Hard Seltzer” is a registered brand. Each individual flavor also needs a brand registration. White Claw Hard Seltzer Ruby Grapefruit, White Claw Hard Seltzer Black Cherry, and White Claw Hard Seltzer Mango all appropriately have individual brand registrations.
- Example: Johnnie Walker is a “brand name” and has appropriately registered Johnnie Walker Black as a brand. The wholesaler intends to sell the product in 50 ml, 750 ml, and 1L size bottles. The one Johnnie Walker Black registration covers the various sizes; each size does not need a separate brand registration.
What information is needed to register a brand?
The following information is necessary to register a brand:
1. The name of the brand name, the trade name, or any other distinctive characteristic
2. The name and address of the manufacturer
3. The name and address of each Connecticut wholesaler authorized to sell the brand by the manufacturer or the manufacturer’s representative.
You must have an approved Federal COLA (certificate of label approval) before registering a brand. (If TTB exempts a product from a COLA, then it is not required.) We also require a copy of the full label.
How do I apply?
You may apply online using eLicense. For assistance with the application process, follow these instructions.
Need help?
Please contact dcp.brands@ct.gov for questions related to alcohol brand registration.
Frequently asked questions about alcohol brand registration:
- Are there any limits on my ability to register the brand?
- How much does a brand registration cost and does it renew?
- I want to update my product or label. Do I need a new brand registration?
- How do I appoint a wholesaler and are there rules to appointing a wholesaler?
- Is Connecticut a price controlled state?
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