Fifth annual Direct-to-Consumer Shipping Report from Sovos ShipCompliant and the American Craft Spirits Association finds sustained consumer interest in purchasing craft spirits directly from producers
ATLANTA, OCTOBER 28, 2026 — Consumer demand for direct-to-consumer (DtC) spirits shipping remains strong and consistent, even as legal access remains limited across the country, according to the 2026 Direct-to-Consumer Spirits Shipping Report released by Sovos ShipCompliant and the American Craft Spirits Association (ACSA), based on research conducted by The Harris Poll on their behalf.
Now in its fifth consecutive year, the annual study examines consumer behavior, attitudes, and purchase intentions surrounding DtC spirits shipping. The 2026 findings show that 68% of Americans ages 21 and older want to see laws changed to expand DtC spirits shipping, while that figure rises to 81% among regular craft spirits drinkers. Meanwhile, 82% of regular craft spirits drinkers say they want the ability to legally purchase craft spirits via DtC shipping, demonstrating sustained demand for greater access to products from distilleries across the country.
“Five years of research tells a remarkably consistent story: consumers want greater access to craft spirits, and that demand is not going away,” said Alex Koral, regulatory general counsel, Sovos ShipCompliant. “DtC shipping has the potential to give consumers access to products they discover through community reviews or while traveling and cannot find in their local stores, while creating new opportunities for distilleries and retailers. The data shows that consumers are ready for a modern, well-regulated approach to spirits shipping.”
Currently, just 10 states and the District of Columbia have statutory authority permitting DtC spirits shipping, compared with 49 states and D.C. that permit DtC wine shipping. That number is set to drop when California’s DtC spirits law expires at the end of this year.
Consumer Demand Remains Consistent
The 2026 findings reinforce a trend that has remained remarkably stable across five years of research. Among regular craft spirits drinkers:
- 76% have discovered a craft spirit while traveling that they wished they could purchase at home.
- 81% say they would be more likely to try new craft spirits if they could purchase them via DtC shipping.
- 77% say they are likely to purchase craft spirits via DtC shipping in the future.
The findings suggest DtC shipping could help close the gap between brand discovery and product availability, particularly for consumers who encounter craft spirits while traveling but cannot find those products in their local market.
DtC Can Drive Retail Sales
DtC shipping can help craft spirits brands reach new customers and drive retail sales. Among regular craft spirits drinkers likely to buy spirits online, 94% say they would be likely to look for a brand in stores after trying it via DtC shipping, including nearly half (49%) who say they would be very likely to do so.
“That behavior has remained consistent, with 92% reporting the same likelihood in both 2024 and 2025,” added Koral. “The findings suggest DtC can serve as a powerful discovery and trial channel that drives consumers to retail.”
DtC Can Strengthen Brand Loyalty
DtC shipping can help distilleries turn first-time buyers into loyal customers and advocates. Among regular craft spirits drinkers, 83% say they would be likely to try another spirit from a distillery offering DtC shipping, and the same percentage would buy from that distillery more often. Additionally, 83% would recommend the distillery to friends or family, while 85% say they would think more positively of a distillery that offers DtC purchasing.
California Law Leaves DtC’s Future Uncertain
California’s AB 1246 took effect January 1, 2026, establishing a new framework for DtC spirits shipping. By June, 43 distilleries had obtained the required licenses. However, the law is set to expire December 31, 2026, with no extension enacted during the 2026 legislative session. Missouri, Hawaii, South Dakota and Iowa are also states to watch as policymakers consider the future of DtC spirits shipping.
“Consumers have made their preferences clear, and for distilleries, meeting that demand is increasingly a business imperative,” said Emily Pennington, CEO, American Craft Spirits Association. “Direct-to-consumer shipping gives craft spirits producers an important opportunity to reach consumers where and how they want to shop. The focus now is to translate that demand into thoughtful, effective regulations that expand consumer access while addressing the regulatory and social considerations that come with alcohol shipping.”
To download the full 2026 Direct-to-Consumer Spirits Shipping Report, visit DtCSpiritsReport.com. Additionally, visit the Sovos ShipCompliant website for the most up-to-date information on the rules and regulations governing DtC spirits shipping.
Survey Method:
This survey was conducted online within the United States by The Harris Poll on behalf of Sovos ShipCompliant from August 17-19, 2026, among 2,001 adults ages 21+, among whom 741 drink craft spirits/liquor at least once per month. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level for adults ages 21+, and within +/- 4.1 percentage points using a 95% confidence level for those who drink craft spirits/liquor at least once per month. This credible interval will be wider among subsets of the surveyed population of interest. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact helloship@sovos.com.
Sovos is delivering the future of compliant finance. Its Agentic Tax Compliance Platform enables businesses to identify, determine, and report on every tax and compliance obligation globally. Sovi AI agents extend compliance into finance and procurement workflows, VAT recovery, and error diagnosis, so every transaction is compliant by design. Sovos processes more than 70 billion transactions per year across 150+ countries. More than 100,000 customers – including half the Fortune 500 – trust Sovos’ tax and regulatory expertise and unparalleled integration with their business applications. Learn more at sovos.com.
About American Craft Spirits Association
The American Craft Spirits Association is the only registered national nonprofit trade group representing the U.S. craft spirits industry. Members vote for the 15 democratically elected representatives who make up the Board of Directors, and this Board collectively works to govern the ACSA in a transparent, responsive manner and in accordance with ACSA bylaws. ACSA’s mission is to elevate and advocate for the community of craft spirits producers. For more information, visit AmericanCraftSpirits.org.
