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

Missouri distinguishes itself with some of the most easy-going alcohol laws in the nation, reflecting a cultural acceptance of alcohol commerce that predates Prohibition. Unlike many states that maintain a patchwork of dry counties or local restrictions, Missouri prohibits municipalities from enacting local prohibitions on alcohol sales through state preemption laws. This creates a uniquely uniform regulatory environment where liquor is widely available in grocery stores, gas stations, and pharmacies—a consumer-friendly approach that stands in contrast to more restrictive neighboring states.

Missouri had an approximate population of 6.2 million people in 2023, with 4.5 million within the legal drinking age bracket. The state’s alcohol industry features an impressive production landscape with over 110 distilleries contributing to the market’s vibrancy and variety.

Missouri’s historical resistance to Prohibition further illustrates its longstanding relationship with alcohol commerce—voters rejected prohibition three times (1910, 1912, 1918) before federal mandates took effect.

We’ve prepared a guide to the Missouri market, which covers the following topics:

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

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

Consumption Trends In Missouri

Over the five-year period from 2019-2023, spirits in Missouri witnessed a large CAGR jump of +10.27%. Unfortunately, for wine and beer, this extreme spirits segment growth has come with a dip in their sales. Wine has seen CAGR slip -1.54%, while beer has seen a steeper drop of -3.06%. For a more detailed look, please view the charts located below.

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

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

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

Missouri State Alcohol Licensing

Missouri operates as an open state with the Missouri Division of Alcohol and Tobacco Control (ATC) overseeing all aspects of the industry, including licensing, enforcement, and regulatory compliance. Missouri is a franchise state, providing significant protections for distributors in their relationships with suppliers—contracts cannot be terminated without good cause, among many other requirements.

Common Licenses for Manufacturers in Missouri

Spirits

• Liquor Manufacturer-Solicitor License – Allows for the manufacturing, distilling, or blending of intoxicating liquor of all kinds within the state of Missouri. It also includes the ability to sell to licensed Wholesalers and solicit orders for the sale of intoxicating liquor of all kinds through a licensed Wholesaler within Missouri.

Wine

• Domestic Winery License – Allows for the manufacturing of wine or brandy in quantities not to exceed 500,000 gallons, with alcohol content not exceeding 18% by weight for wine and 34% by weight for brandy.
• 22% Wine Manufacturer-Solicitor License – Allows for the manufacturing of intoxicating liquor containing not in excess of 22% alcohol by weight and the privilege of selling to licensed wholesalers and soliciting orders for the sale of intoxicating liquor containing not in excess of 22% alcohol by weight, to, by, or through a licensed wholesaler within Missouri.

Beer

• 5% Beer Manufacturer-Solicitor License – Allows for the manufacturing and brewing of malt liquor containing not more than 5% alcohol by weight.
• Microbrewery License – For businesses whose primary activity is the brewing and selling of beer, with an annual production of 10,000 barrels or less.
• 5% Beer Wholesale Solicitor License – Allows for the selling of malt liquor containing not more than 5% alcohol by weight to licensed retailers.

Missouri State Alcohol Regulations

Out-of-State Brand Requirements

Spirits, Wine, and Beer

• Out-of-State Solicitor License – Required for manufacturers wishing to ship alcoholic beverages to licensed wholesalers in Missouri.
• Temporary Manufacturer Event Permit – Allows out-of-state manufacturers to participate in festivals, bazaars, or similar events in Missouri.

Price Posting in Missouri

Price posting by suppliers and manufacturers is not required, and there are no statutory or regulatory provisions regarding advance notification of price changes by suppliers. However, in practice, wholesalers prefer advance notification of price changes, particularly increases.

Brand/Label Registration Requirements

Label registration is required. Distributors must be appointed. Territories are not exclusive, but any change or addition of distributors in Missouri must fully comply with the State’s franchise regulation. Revised labels must be re-registered as revisions.

Direct-to-Consumer Sales and Delivery

Wine

• Out-of-state licensed wine manufacturers may apply for and receive a Wine Direct Shipper License.
• There is no fee for this license.
• Wine direct shipper licensees may ship up to two (2) cases of wine per month, each case containing not more than nine (9) liters, directly to Missouri residents who are of legal drinking age. Shipments must be for personal use only and not for resale.

Spirits

• Limited on-premise sales permission exists for licensed distillers, but no specific statutory or regulatory provisions are noted regarding off-premise direct-to-consumer sales.

Beer

• Microbreweries: Limited exception for restaurant brewery permit holders (restaurant bar with on-site brewery that serves twenty or more different types of draft beer) to sell up to thirty-two fluid ounces or more of beer to customers for consumption off the premises of such bar or tavern.

Retailers

• Both on-premise and off-premise retailers are able to have beverage alcohol delivered to consumers for off-premise consumption.

Missouri Spirits Volume Sales By Category – 2023 Data

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

Source: Beverage Information Group

Missouri Wine Volume Sales By Category – 2023 Data

Wine trends in Missouri by volume sales in 2023

Source: Beverage Information Group

Missouri Beer Volume Sales By Category – 2023 Data

Beer trends in Missouri by volume sales in 2023

Source: Beverage Information Group

Alcoholic Beverage Distributors Located In Missouri

The three-tier system is applicable to all 50 states, including Missouri. All facets of the sale of alcohol must follow the three-tier model. This implies that every producer and seller of alcoholic beverages must work with a “middle-tier” company. Again, this is an industry-wide system setup to affect everyone throughout the industry at all tiers. Wholesalers and/or importers are referred to as the “middle tier.” A wholesaler or importer advertises and sells a product to retailers after purchasing it from a supplier. The same rules apply to all.

If you’re interested in learning more about the top distributors within each segment, check out the list provided below. Whether you’re looking for information on distributors selling beer, wine, or spirits, you’ll find it below. Reach out to us for any additional information, and we’ll gladly help.

Wine & Spirits Distributors

Selling Alcohol In Missouri

Check out the FAQ section below if you’re looking for answers to the most frequently asked questions about the alcohol regulations in Missouri. Please get in touch with the Park Street Team if you have any other inquiries that need to be resolved. Click here to contact us via email.

FAQs on Missouri Beer, Wine & Spirits Sales

Buying Alcohol In Missouri – Hours, Locations & Taxes

FAQs on Buying Beer, Wine & Liquor in Missouri

(Data Sources – atc.dps.mo.gov, wikipedia.org)

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