Brand Name
A brand name is the primary commercial name under which an alcoholic beverage is marketed and sold, required on every TTB-approved label and serving as the main identifier that connects products to their producer in both the marketplace and the COLA database.
In Plain English
The brand name is the name consumers know a product by — Jack Daniel's, Barefoot, Corona, Hendrick's. It is the biggest, most prominent name on the label and the primary way people identify and ask for a product. The TTB requires a brand name on every label, and it must not be misleading about the product's origin, identity, or other characteristics. The brand name is one of the key data fields in BevAlc Intelligence because it links products to companies and enables brand-level tracking across multiple products and vintages. When BevAlc Intelligence detects a new brand name from a known company, it triggers a NEW_BRAND signal.
Technical Detail
Brand name requirements are specified in 27 CFR 5.34 (spirits), 4.33 (wine), and 7.24 (malt beverages). The brand name must appear on the brand label (principal display panel) in a conspicuous manner. Prohibited brand names include: names that are misleading about the product's age, origin, identity, or other characteristics, names that simulate or imitate established brand names in a way that could confuse consumers, obscene or disparaging terms, and names that include impermissible claims. In the COLA database, the brand_name field is one of the primary data points alongside company name and fanciful name. BevAlc Intelligence uses brand_name for signal classification (NEW_BRAND detection), brand profile pages (/brand/[slug]), and trend analysis.
Why It Matters
Brand names are the fundamental unit of commercial identity in the beverage industry. For BevAlc Intelligence, brand names enable the tracking of product portfolios across companies and the detection of new brand launches. For trademark attorneys, brand name clearance and protection are core services. For branding agencies and designers, creating brand names that pass TTB review while being commercially effective is a specialized skill.
Related Terms
Frequently Asked Questions
Can two companies use the same brand name?
The TTB may approve the same brand name for different companies if the products are in different categories and there is no likelihood of consumer confusion. However, separate trademark law (enforced by the USPTO and courts, not the TTB) may prevent the use of similar names. The TTB is not a trademark office.
Can a brand name include words like "premium" or "reserve"?
Words like "premium," "reserve," "special," and similar terms are generally permissible as part of brand names or fanciful names, provided they do not create a misleading impression about the product's quality, age, or other regulated characteristics.
Does changing a brand name require a new COLA?
Yes. Any change to the brand name on a label is a material change requiring a new COLA. The new COLA with the new brand name would trigger a signal in BevAlc Intelligence based on whether the new name is recognized in the existing brand database.