All alcohol brands must be registered before a manufacturer, wholesaler, or shipper may: (1) ship, transport, or deliver the brand within Connecticut, or (2) wholesale or offer the brand for sale.
(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.
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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.
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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.
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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:
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The name of the brand name, the trade name, or any other distinctive characteristic;
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The name and address of the manufacturer, and
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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. We also require a copy of the full label.
Are there any limits on my ability to register the brand?
You must have rights to the brand as either the manufacturer or the manufacturer’s appointed shipper or brand manager. Only one brand registration is allowed per product. Regulations also prohibit the following from appearing on labels:
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Statement that is false or misleading on material matters;
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Statement that disparages a competitor’s products;
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Statements, designs, or representations that are obscene or indecent;
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Statement, picture, or illustration referring to Easter, Holy Week, Mother’s Day, “Santa Clause” or synonyms for “Santa Claus”, or biblical characters;
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Statement, picture, or illustration implying consumption of alcohol enhances athletic prowess or refers to any known athlete; or
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Any scene portraying a child or objects suggestive or the presence of a child, or the figures or symbols customarily association with children.
Please see Connecticut Regulations 30-6-A31a and 30-6-A35for more information.
How much does a brand registration cost and does it renew?
Each brand registration is $200/brand ($15/brand for Connecticut manufacturers) and is valid for three years. It is continually renewable in three-year increments for $200. You may batch renewal of several brands at one time following these instructions.
What if I update a product or a label; do I need a new brand registration?
You must amend if there is a change in the contents of the container as originally approved or a change in the descriptive phraseology on the label. We can update your existing brand registration with an amendment request.Changing design and descriptive phraseology on the label is a $100/label amendment fee. Changing the proof is a $200/label amendment fee (and includes design and verbiage, if applicable.) Include your COLA, a set of the old labels, and a set of new labels with all revisions circled with your amendment application.
How do I appoint a wholesaler and are there rules to appointing a wholesaler?
A manufacturer or out-of-state shipper permit must appoint a wholesaler to distribute their products to retailers in Connecticut. This creates a distributorship. After six months, the distributorship with the wholesaler you have appointed becomes permanent. Put another way, all product appointments are “for life.” You may appoint your wholesaler on your brand registration application or you may email a pdf of a letter stating your intention to appoint a particular wholesaler and the date the appointment begins to DCP.LiquorControl@ct.gov and copy the appointed wholesaler.
Your appointment should specify the products appointed (e.g., whole product lines or individual flavors) and the area of appointment (e.g., statewide or specific counties).
There are limited ways to alter a distributorship:
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Appoint a dual wholesaler, effective six months after notice of the dual is given to current wholesaler(s);
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Execute a written stipulation with the wholesaler to diminish or terminate the appointment; or
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Request a hearing before the Liquor Control Commission to terminate or change the appointment.
Please visit Changing your Distributorship With a Wholesalerfor more information on all these options.
Note that distribution rights become permanent after six months. Before the expiration of the six month period, you may change wholesalers with ninety day’s notice sent via registered mail to the impacted wholesaler. Email a copy to DCP.LiquorControl@ct.gov.
Is Connecticut a price-controlled state?
Yes. We enforce a minimum-bottle price, and no permittee shall sell alcohol below their own cost. Manufacturers and shippers must price post a complete price schedule (F.O.B. price) on or before January 6th every year. New items and price changes must be submitted by the 6th of the month to become effective on the 1st of the following month.
Wholesalers must price post their complete price schedule to retailers by the 9th of the month to become effective on the 1st of the following month. There is a three-day window for limited amendment. Posted prices are publicly available. Once all Connecticut licenses and brand registrations are obtained, you will be given access to post prices.
How do I apply?
You may apply online at www.elicense.ct.gov. You may follow these instructions.