This blog was last updated on April 9, 2025
From groceries to clothing, consumers expect convenience—and that includes how they purchase alcohol. While direct-to-consumer (DtC) shipping is widely available for wine, beer lags far behind, with legal shipping allowed in only 11 states and Washington, D.C.
On National Beer Day, there’s no better time to highlight why beer trails behind in DtC access and what breweries—and beer enthusiasts—can learn from wine’s success story.
Why Wine Leads in DtC Shipping
Wine enjoys a well-established DtC market, with legal shipping to 47 states + D.C. This is largely due to state laws allowing wineries to ship directly to consumers. While wine and beer (and spirits, as well) play by the same rules when it comes to wholesale and retail, beer and spirits do not have access to DtC shipping like wine does.
Think of it this way: selling alcohol in a given state’s stores, restaurants and other three-tier retail establishments is like getting into a crowded club with a very particular bouncer. All alcohol suppliers must deal with that bouncer and comply with their rules and requirements to get into the club, but often enough, unless you have the money and capacity to get the bouncer’s attention and jump through their hoops, you can’t get in and therefore (to break the metaphor down) are not able to sell in that state at all.
Direct-to-consumer shipping, then, is like if someone from inside the club decided to crack an alley door open to provide another means of entry for the people who can’t make it through the front door (while still imposing plenty of compliance rules and requirements for entry, though). Currently, wine has more privileged access to that door, in that almost every state allows wine to be shipped, but consumers are clearly asking for that door to be wider to let beer (and spirits) in, too.
The origins of wine’s success with DtC shipping can be traced back to the 1970s, when consumers and industry advocates began pushing for legal changes that would improve access to wine labels that struggled to sell in the traditional, restrictive three-tier market. A unified message—focusing on consumer demand and economic benefits—helped break down regulatory barriers over time.
This was especially true following the 2005 Granholm v. Heald case, wherein the Supreme Court established the principle that DtC shipping rights must apply equally to similarly situated potential shippers across the country. Wine’s history serves as a roadmap for the beer industry, showing that legal change is possible with persistent advocacy and consumer involvement.
How Beer Enthusiasts Can Advocate for Change
Consumers interest remains high and clear when it comes to expanding DtC shipping. Those interested in joining the cause can:
- Contact state legislators and express interest in greater access to DtC beer shipping. Inform representatives that there is a problem with a viable solution and include comparisons to the successful wine DtC shipping model.
- Engage with breweries and local guilds to see if there is an organization or campaign in their state already advocating for expanded DtC shipping. We saw how successful these campaigns can be with Free the Grapes! for wine shipping, as they provide a ready script for interested parties designed to help them speak to legislators. Building up grassroots campaigns and working as a unified front are powerful tools when it comes to capturing the attention of state legislators.
By actively participating in these efforts, beer lovers can help pave the way for expanded access to their favorite brews, just as wine enthusiasts have done.
Key Considerations for Breweries When Launching DtC Programs
DtC shipping programs offer breweries an exciting way to expand their reach beyond local markets, creating direct relationships with customers and increasing sales. However, establishing a successful DtC program requires careful planning and a comprehensive understanding of both legal and logistical considerations.
To engage effectively in DtC shipping, breweries should focus on several key aspects:
- Seize market demand: Engaging with customers at taprooms and events can gauge interest and build excitement for online sales. Utilize in-person experiences to learn more about clientele, including where they are coming from and what products they’d like to see. Post-purchase engagement through email marketing, loyalty programs or exclusive offers can strengthen brand loyalty and drive repeat business.
- Offer a seamless ecommerce experience: Consumers should be able to browse available products, select quantities and complete their purchase with ease. Including product descriptions, details about the brewing process and even pairing suggestions can enhance the shopping experience and encourage customers to purchase more. Offering flexible payment options, a simple checkout process and clear delivery timelines can further improve customer satisfaction.
An online marketplace is also a good venue to talk to consumers about DtC shipping regulations and the importance of compliance. If they are asking for products or services that may violate the laws of the state they live in, it behooves shippers to talk to their consumers and explain why that activity is not permitted (and what the consumer can do to perhaps change the law if they find it unfair).
- Understand the legal and logistical landscape: Breweries must navigate the regulatory maze, partnering with experienced legal and compliance teams to ensure they are operating within the law. Additionally, breweries may need to work with third-party logistics providers that specialize in alcohol shipping to ensure their shipments get to consumers safely and on time.
What’s Brewing for Beer DtC Shipping
While strong distribution networks and retail partnerships remain vital to the beer industry, DtC presents an exciting opportunity to expand their reach and connect directly with consumers. By learning from the wine industry’s advocacy efforts and business strategies, the beer industry can take steps toward making DtC shipping a widely available option for beer enthusiasts nationwide.
Learn More
Get the complete picture of consumer demand for DtC beer shipping in the Direct-to-Consumer Beer Shipping Report.
