Written by Influencer marketing has become a regular part of the beverage alcohol industry’s advertising strategy. Breweries, distilleries, wineries, and ready-to-drink brands frequently partner with content creators to introduce products and reach new customers.
But alcohol brands need to remember that influencer marketing is still advertising, and advertising comes with legal obligations.
Disclosure Is Required
The Federal Trade Commission requires advertisers and endorsers to disclose material relationships that could affect how consumers evaluate a recommendation.
If an influencer receives payment, free products, or other benefits in exchange for promoting a brand, that relationship may need to be clearly disclosed.
Simply tagging the brand or including a vague acknowledgment may not satisfy the FTC’s disclosure expectations.
Alcohol Advertising Has Additional Requirements
Alcohol advertisements are also subject to federal labeling and advertising regulations administered by the Alcohol and Tobacco Tax and Trade Bureau, along with applicable state laws.
Brands should pay particular attention to misleading product claims, required advertising information, and marketing that could appeal to underage consumers.
A social media campaign that works for a clothing company or restaurant may not be appropriate for an alcoholic beverage.
Who’s Responsible?
Both the influencer and the company behind the promotion can face scrutiny when advertising fails to comply with applicable requirements.
Written influencer agreements should address disclosure obligations, content approvals, advertising restrictions, and responsibility for compliance.
As beverage companies continue investing in digital marketing, understanding these requirements is increasingly important.
Harrington Beverage Law works with beverage alcohol businesses on advertising compliance, regulatory requirements, and other legal matters affecting their operations.
Source: https://www.ftc.gov/business-guidance/advertising-marketing/endorsements-influencers-reviews?
Last modified: November 9, 2026
