Hawaii Alcoholic Beverage Market: Regulations, Statistics, Trends, and Wholesalers

Hawaii’s alcohol market reflects its unique island culture and tourism-focused economy, with regulations designed to accommodate both residents and the millions of visitors who flock to the Aloha State each year.

One interesting aspect of Hawaii’s beverage landscape is its extended service hours. Bars are permitted to serve alcohol until 2 a.m. daily, and establishments with special “cabaret licenses” are authorized to serve until 4 a.m.—later than in many mainland states, where last call typically falls between midnight and 2 a.m. This flexibility particularly accommodates Hawaii’s tourism industry.

Hawaii had an approximate population of 1.4 million people in 2023, of which 1.1 million were within the legal drinking age bracket. We’ve prepared a guide to the Hawaii market, which covers the following topics:

• Consumption trends
• The most popular alcohol categories
• Local guidelines

If you need help establishing your presence in Hawaii, provide your information below, and we’ll contact you to share more on how we can help.

Consumption Trends In Hawaii

Hawaii is a very attractive state when it comes to alcoholic beverage industry opportunities. Consumption has shifted over time, with consumers shifting towards spirits away from beer and moderating wine consumption. Over the five-year period from 2019-2023, spirits consumption grew at a CAGR of +3.44%, while wine consumption grew at a softer CAGR of +1.12%, and beer consumption contracted with a CAGR of -1.2%.

Hawaii Spirits Consumption from 2019-2023 by 9-Liter Cases

Hawaii Wine Consumption from 2019-2023 by 9-Liter Cases

Hawaii Beer Consumption from 2019-2023 by 9-Liter Cases

Hawaii State Alcohol Licensing

Hawaii operates as an open state with county-level Departments of Liquor Control overseeing all aspects of the industry, including licensing, enforcement, and regulatory compliance. Hawaii is not a franchise state, providing more flexibility in supplier-distributor relationships.

Common Licenses for Manufacturers in Hawaii

Spirits

• Manufacturer (Distillery) License (Class 1) – Required for the manufacture of spirits at the licensed premises. This license allows producers to sell spirits in original packages to licensed wholesalers or for private use and consumption (but not for on-premise consumption unless otherwise authorized).

Wine

• Manufacturer License (Class 1) – Required for the manufacture of wine at the licensed premises, with similar privileges to the spirits license.
• Direct Wine Shipper Permit – Required for any winery wishing to ship directly to consumers in Hawaii. Permits must be obtained from each county where wine will be shipped.
• Family Production Allowance – Hawaii law allows the head of any family to produce up to 200 gallons of wine per year without a license for family use, not for sale.

Beer

• Manufacturer License (Class 1 – Beer) – Authorizes the manufacture of beer and its sale to wholesalers, retailers, or directly to consumers under certain conditions.
• Brewpub License (Class 14) or Small Craft Producer Pub License (Class 18) – Allows for on-premise consumption, retail sales, and certain production limits (e.g., up to 175,000 barrels per year for small craft producers).
• Direct Shipper Permit – Required for shipping beer directly to consumers in the counties where they reside.

Hawaii State Alcohol Regulations

Hawaii requires all brands to be registered in the state, and distilled spirits, wine suppliers, and wholesalers may not sell or offer to sell a brand that is not registered.

Out-of-State Brand Requirements

Spirits

• Out-of-state spirits producers and brands do not need to obtain a Hawaii-specific supplier license or permit to sell spirits to Hawaii wholesalers. They may sell to in-state licensed wholesalers without requiring a special state-issued permit.

Wine

• Hawaii Wholesale or Manufacturer’s License – Only Hawaii-licensed wholesalers or manufacturers may import wine for commercial sale to retailers or other wholesalers.
• Direct Wine Shipper Permit – Out-of-state wineries must obtain this permit from each Hawaii county where they wish to ship wine to consumers.

Beer

• General Excise Tax License – Required for all producers conducting business in the state.
• Partnership with Licensed Wholesaler – Out-of-state producers must partner with a Hawaii-licensed wholesaler or manufacturer for distribution.
• Direct Shipment License – As of 2025, legislation allows out-of-state manufacturers to ship beer directly to Hawaii consumers if they hold a general excise tax license and a class 1, class 14, or class 18 license.

Price Posting in Hawaii

Price posting is not required.

Brand/Label Registration Requirements

In addition to compliance with federal labeling requirements, manufacturers must register their business name and furnish to the liquor commission written confirmation of the registration, along with other information deemed necessary to properly identify the manufacturer, its business names, and the liquor manufactured.

Direct-to-Consumer Sales and Delivery

Wine

• In-state Suppliers: Holders of a general excise tax license and either a class 1 or class 16 license to manufacture wine may obtain a direct wine shipper permit. Class 1 license holders may sell wine produced on-premises to consumers for off-premises consumption.
• Out-of-state Suppliers: Must obtain a Direct Wine Shipper Permit from each county where shipments will be made.

Spirits

• In-state Suppliers: Small craft producer pub licensees (7,500 barrel production limit during the license year) may sell alcohol manufactured on the licensee’s premises for off-premises consumption.
• Out-of-state Suppliers: Limited to individual permits for single shipments not exceeding five gallons (19 liters) for personal consumption.

Beer

• In-state Suppliers: Class 1 manufacturer’s license holders may sell beer manufactured on the premises to any person for private use and consumption. Brewpub licensees and small craft producer pub licensees (70,000 barrel production limit) may sell malt beverages manufactured on-premises for off-premises consumption.
• Out-of-state Suppliers: Limited to individual permits for single shipments not exceeding five gallons (19 liters) for personal consumption. Tax reporting requirements apply to beer.

Retailer Delivery

Retailer delivery to consumers is regulated at the local level by individual county liquor commissions.

Hawaii Spirits Volume Sales By Category – 2023 Data

Spirit trends in Hawaii by volume and dollar sales in 2023.

Source: Beverage Information Group

Hawaii Wine Volume Sales By Category – 2023 Data

See below for the wine trends in Hawaii by volume sales in 2023.

Source: Beverage Information Group

Hawaii Beer Volume Sales By Category – 2023 Data

See below for the beer trends in Hawaii by volume sales in 2023.

Source: Beverage Information Group

Alcoholic Beverage Distributors Located In Hawaii

The United States operate on what’s known as the “three-tier” system. The “middle tier” of this system consists of wholesalers and/or importers. These businesses receive products from suppliers and manufacturers who then sell those products to distributors. The distributors then distribute products to retailers such as bars, restaurants, package stores, etc. This three-tier system is a non-negotiable for all alcohol sales in the United States.

Below you will find an updated list of the top distributors located in the state of Hawaii. Need more info on the various beverage distributors located throughout the United States? Check out the full list of distributors or fill out the contact form provided.

Wine & Spirits Distributors

Selling Alcohol In Hawaii

If you’re looking to sell alcoholic beverages in Hawaii, then you must understand the rules and regulations. Keep in mind that rules and regulations often vary depending on the county. Should you need more insight or answers, please get in touch with us.

FAQs on Hawaii Beer, Wine & Spirits Sales

Buying Alcohol In Hawaii – Hours, Locations & Taxes

Learn all the most important things about buying distilled spirits, wines, and beer in Hawaii. You’ll find all the most frequently asked questions and their answers below.

FAQs on Buying Beer, Wine & Liquor in Hawaii

(Data Sources: hawaiicounty.gov, wikipedia.org)

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