FIRST SIP

The Alcohol and Tobacco Tax and Trade Bureau( TTB) in January announced a final rule that expands the range of authorized container sizes for wine and distilled spirits. The new regulations add 13 wine container sizes, ranging from 180 ml., to 2.25 liters, while the distilled spirits sector gains 15 sizes, ranging from 187 ml. up to 3.75 liters.

The additional standards of fill for wine and spirits containers provide more flexibility to producers and sellers, and give consumers a broader selection of packaging options. Notably, the 700-ml. container, which is the standard global bottle size for spirits, may help reduce barriers to international trade( tariff wars notwithstanding). The newly added 355-ml. capacity for wine is equivalent to a standard 12-oz. can of beer.

The wine industry in particular may benefit be bringing more people into the category with fresh options, especially the smaller formats, which now include 180-ml., 300-ml., 330-ml. and 360-ml. containers. These sizes enable consumers to try new wines without committing to a full bottle. Smaller wine containers also address the trend of people drinking less, and with increasing economic uncertainty, the new formats can offer a better value.

Unconventional and convenient packaging may give the wine industry the boost it needs, judging by the popularity of canned and boxed wines. One example is canned wine Archer Roose, which sold more than 100,000 nine-liter cases in 2024 and achieved a 26 % increase in depletions in 2025 compared to 2024. The brand has had success with active entertainment venues such as Dave & Buster’ s and Regal Cinemas and onboard JetBlue flights.

Another is Bota Mini, the smaller size offshoot of boxed wine brand Bota Box. It grew nearly 18 % last year, and won a 2025 Fast Track Growth Brands Award.( For more on this year’ s crop of Growth Brands Award winners, see page 12.)

While the new formats will impact off-premise operators more than the on-premise, they may provide new opportunities for bars and restaurants. For instance, expanded sizes of the mini spirits bottles means more options to showcase them with cocktails, such as the upended tequila mini in a Margarita or the rum floater on a Pina Colada.

And given the popularity of Spritz cocktails, serving one with a tiny sparkling wine bottle can enhance the presentation and makes it an interactive experience. The drinks with minis also look super cute for social media feeds. Cheers!

Editor Melissa Dowling 763-383-4442 • mdowling @ epgacceleration. com

Managing Editor Kyle Swartz 763-383-4447 • kswartz @ epgacceleration. com

Contributing Editor Krystina Skibo

National Account Director Debbie Rittenberg 763-383-4455 drittenberg @ epgacceleration. com

Associate Managing Art Director Nicole Siewert

Senior Product Manager, Data & Insights Marina Velez 763-383-4453 mvelez @ epgspecialtyinformation. com

List Rental Kris Grauer kgrauer @ npsmediagroup. com 203-822-7933

Reprints For more information on e-prints or reprints from Cheers magazine, visit https:// epgacceleration. com / marketing-services / and contact us today or email us at info @ epgacceleration. com

Beverage Group Vice President Jeremy Nedelka Sr VP / Audience Development Joanne Juda-Prainito Corporate Operations Director Bernadette Wohlman CEO Marion Minor

BRAND ACCELERATION

Cheers is published by EPG Brand Acceleration Editorial and executive offices at 7760 France Avenue South, Suite 810, Bloomington, MN 55435 Telephone: 763-383-4400

Cheers( ISSN 1051-564X— USP Number 007-239) is published four times per year( Spring Summer, Fall, Winter) by EPG Brand Acceleration, 7760 France Avenue South, Suite 810, Bloomington, MN 55435. Periodical Rate Postage paid at Port Jervis, NY and additional mailing offices. Postmaster: Send address changes to Cheers, P. O. Box 96, Port Jervis, NY 12771-0096 Subscriptions: Oneyear digital subscription rates: USA / Canada / Other Counties $ 12.00 All subscriptions payable in U. S. dollars. Payment must accompany order. Call the Cheers customer service number at 763-383-4492 or email customerservice @ epgacceleration. com Contents copyright © 2025 by EPG Brand Acceleration, 7760 France Avenue South, Suite 810, Bloomington, MN 55435. Reproduction without the express written consent of the publisher is prohibited. EPG Brand Acceleration, publishes Cheers, Beverage Dynamics, StateWays, Beverage Wholesaler, Industry Overview, Handbook Advance, Liquor Handbook, Wine Handbook, Beer Handbook and Fact Book.

On-Premise Editor

4 Cheers • Summer 2025 www. cheersonline. com