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Alcohol servers and managers - the deadline to complete alcohol server training has been extended to May 1, 2026.

Register y​our brand​

Who should register their brand:

  • ​out-of-state manufacturers selling and shipping into South Carolina
  • in-state manufacturers selling and shipping out of South Carolina​​

Registering your brand online:​

  • ​Beer, wine, liquor, and malt products can be registered online at: productregistrationonline.com​
  • Liquor brands are required to renew biennially (every 2 years), by August 31 of EVEN years.
  • Variety Packs or Value Added Packages (VAPs) do not need to be registered as long as the individual alcoholic products inside the package are already registered.

​See a list of approved brands at: sc.productregistrationonline.com/brands

We accept the federal Certification/Exemption of Label/Bottle Approvals (COLA) or Formula approvals as stated in the Alcohol and Tobacco Tax and Trade Bureau's (TTB) guidelines for label approval​. Federal TTB’s must be received with your registration form.

You can register your brand to more than one licensed South Carolina wholesaler as long as it does not violate any distribution agreements entered into between you and your wholesalers.​

Label changes and shipping​​​ (See​ when a new label registration is needed and when shipping can begin)​​​​​

Label changes

  • If changes made to the product fall within the TTB’s list of allowable revisions, then a new registration is not needed with the SCDOR.
  • If a new COLA is issued by the TTB due to the changes, then a new brand registration must be submitted to the SCDOR.

Shipping
You can start shipping beer, wine, and liquor to South Carolina after you receive approval notice from the SCDOR and and if:

  • ​The person shipping the product must have a current certificate of registration per SC Code Sections 61-4-310 and 61-6-2850.
  • The shipper must also be the American Producer or Primary American Source of supply in the United States.
  • The product can only be shipped to a licensed South Carolina wholesaler. For shipments of alcoholic liquor a copy of the invoice must be submitted by the producer to the SCDCOR. Invoices can be uploaded on MyDORWAY (select Upload Requested Documents to get started), or ​you can mail the invoice copy​.

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Advertising, packaging, and promotions 

​Discount pricing for on-pre​mises consumption

Discount pricing for on-premises consumption of beer/wine ​(SC Code Section 61-4-160​) and liquor (SC Code Section ​61-​6-4550)

Biennial beer/wine permit holders and biennial liquor license holders who sell beer, wine, and/or liquor for on-premises consumption may not advertise beverages:

  • f​or free
  • less than one half of the price regularly charged
  • on a two or more for the price of one basis

Penalties for violations:

  • ​Beer/Wine (SC Code Section 61-4-160​): A person who violates this section is guilty of a misdemeanor and will be fined no less than $100 or imprisoned for no less than three months, in the judgement of the court. A person found guilty of a violation of SC Code Section 61-6-4550 and this section may not be sentenced under both sections for the same offense.
  • Liquor (SC Code Section 61-6-4550): A person who violates this section is guilty of a misdemeanor, and upon conviction must be fined no less than $100 or imprisoned for no less than three months, in the judgement of the court.​
Prohibited drinking contests & games on-premises

Prohibited acts for beer/wine (SC Code Section 61-4-580) and liquor (SC Code Section ​61-6-2230​)
A beer/wine permit holder or liquor license holder (including servants, agents, and employees of the permitted and licensed) may not knowingly advertise a drinking contest or game on the licensed premises. "Drinking contest" or "drinking game" includes but is not limited to: a contest, game, event, or other endeavor which encourages or promotes the consumption of beer or wine by participants at extraordinary speed or in increased quantities or in more potent form. "Drinking contest" or "drinking game" does not include a contest, game, event, or endeavor in which beer or wine is not used or consumed by participants as part of the contest, game, event, or endeavor, but is used only as a reward or prize.​

​Penalties for violations:

  • Beer/Wine (SC Code Section 61-4-580): A violation of any provision of this section is a ground for the revocation or suspension of the holder's permit.​
  • Liquor (​SC Code Section 61-6-2230​): A person who violates any of the provisions of this article is guilty of a misdemeanor, and upon conviction must be fined not more than $100 or imprisoned for no more than 30 days.​​
Point of sale advertising specialties between beer/wine ​manufacturers, importers, wholesalers, and retailers

Regulation of practices between beer (SC Code Section 61-4-940) and wine (SC Code Section 61-4-735) manufacturers, importers, wholesalers, and retailers
A wholesaler may furnish at no charge to the permitted retailer point of sale advertising specialties.

​​​No person or entity in the beer business on one tier may require a person or entity in the beer business on another tier to advertise a discount or special promotion (SC Code Section 61-4-940(F)).

BEER: Wholesaler advertising & distribution agreements

Beer wholesaler advertising (SC Code Section 61-4-930)

It is unlawful for a wholesaler to purchase advertising for a retailer or to participate in a joint advertising campaign with a retailer. However, a brewer or wholesaler may advertise on a retailer’s premises and may purchase program advertising from a retailer at customary rates.

​Beer distribution agreements (SC Code Section 61-4-942)
Notwithstanding any existing beer distribution agreement to the contrary, a manufacturer, brewer, or importer of beer shall not:

  • ​require a wholesaler to pay or contribute marketing, advertising, or other funds for control or expenditure by the manufacturer, brewer, or importer, except a wholesaler may agree, in writing and in advance of the payment or contribution, to spend or contribute wholesaler funds for a specified marketing or advertising plan or opportunity;
  • invoice or initiate electronic funds transfer payment for point-of-sale advertising specialties or other items, except a manufacturer, brewer, or importer may place an order and invoice or initiate an electronic funds transfer payment for point-of-sale advertising specialties or other items pursuant to a specific written agreement between the wholesaler and the manufacturer, brewer, or importer made prior to the placement of an order;​
WINE & LIQUOR: Retail store signs and billboards

Separate store or place of business; Retail store signs​ (SC Code Section 61-6-1510​)

​Retail dealers are prohibited from using advertisements for alcoholic liquor or wine in subject matter, language, or slogans addressed to and intended to encourage persons under 21 years of age to purchase or drink alcoholic liquor or wine.

​Liquor - billboards (SC Code Section 61-6-4170)
It is unlawful for a person to advertise alcoholic liquors on billboards along public highways and streets by using any subject matter, language, or slogan addressed to and intended to encourage persons under 21 years of age to purchase or drink alcoholic liquors.

Penalties for violations
A person who violates SC Code Section 61-6-4170​ is guilty of a misdemeanor, and upon conviction must be punished as follows:

  • first offense - fine of $200 or imprisonment for 60 days
  • second offense - fine of $1,000 or imprisonment for one year
  • third or subsequent offense - fine of $2,000 or imprisonment for two years
Restaurants & lodging​

Restaurants - SC Code of Regulation 7-401.3(A)

If such establishments advertise, a substantial portion of its advertising must be devoted to its food services.​

Hospitality Cabinets - SC Code of Regulation 7-800
A hotel, motel, or inn may not advertise, sell, or dispense alcoholic liquors, beer or wine from hospitality cabinets for free, at a price less than one-half the price regularly charged, or on a two or more for the price of one basis.

Non-alcoholic merchandise (SC Code Section 61-6-1540​)

No other goods, wares, or merchandise may be kept or stored in or sold in or from a retail alcoholic liquor store or place of business, and no place of amusement may be maintained in or in connection with the store. However, retail dealers may sell:

  • drinking glassware packaged together with alcoholic liquors if the glassware and alcoholic liquors are packaged together by the wholesaler or producer in packaging provided by the producer
  • non-alcoholic items, other than beer or wine, packaged together with alcoholic liquors if the non-alcoholic items and alcoholic liquors are in sealed packages and are packaged together by the alcoholic liquor producer at its place of business

BEER/WINE:

  • ​Prohibited gambling and games of chance (SC Code Section 61-4-580)
    A beer/wine permit holder, or a servant, agent, or employee of the permittee, may not knowingly commit any of the following acts upon the licensed premises covered by the holder's permit​:
  • Gambling or games of chance except game promotions including contests, games of chance, or sweepstakes in which the elements of chance and prize are present and which comply with the following:
    • ​the game promotion is conducted or offered in connection with the sale, promotion, or advertisement of a consumer product or service, or to enhance the brand or image of a supplier of consumer products or services
    • ​no purchase payment, entry fee, or proof of purchase is required as a condition of entering the game promotion or receiving a prize
    • all materials advertising the game promotion clearly disclose that no purchase or payment is necessary to enter and provide details on the free method of participation

LIQUOR:

  • ​​Discount of alcoholic liquor and nonalcoholic items at the register (SC Code Section 61-6-1560)
    (A) A retail dealer, wholesaler, or producer may offer discounts on alcoholic liquors or nonalcoholic items, listed in SC Code Section 61-6-1540(A), through the use of premiums, coupons, or stamps redeemable by mail.
    (B) In addition to the provisions of subsection (A), a retail dealer may offer a discount on the sale of alcoholic liquor or nonalcoholic items, listed in SC Code Section 61-6-1540(A), at the register through the use of premiums, coupons, or stamps, so long as all costs related to the discount, including, but not limited to, printing, redemption services, and the actual cost of the discount, are provided and borne only by the retail dealer and the discount is not prohibited by any federal law.
  • Prohibited drinking contest and games (SC Code Section 61-6-2230)
    No person licensed to sell alcoholic liquors or liquor by the drink pursuant to this article may knowingly promote a drinking contest or drinking game. For purposes of this section, “drinking contest” or “drinking game” includes, but is not limited to: a contest, game, event, or other endeavor which encourages or promotes the consumption of alcoholic beverages by participants at extraordinary speed or in increased quantities or in more potent form. “Drinking contest” or “drinking game” does not include a contest, game, event, or endeavor in which alcoholic beverages are not used or consumed by participants as part of the contest, game, event, or endeavor but instead are used solely as a reward or prize.

REDEEMING PROOF-OF-PURCHASE:

Nee​​d more ​help​​​?​

Our FREE ABL Workshops are virtual and cover​ licensing basics, including applications and renewals, special events, and compliance laws.​ ​See class dates ​and register now >​​​

​​Planning to host or sell goods and services at an event or festival?​ Get prepared with our Events & Festivals Guide >

Looking for more info on beer, wine, and liquor?​ Check out our newest pages for FAQs and topics specific to: Beer & Wine, Liquor, and Food & Special Events​.

Mailing address:

South Carolina Department of Revenue | Alcohol Beverage Licensing | PO Box 125 | Columbia, SC 29214-0907