Brand Label Registration

Solicitors Must Register all Brand Labels with ATC

In order to ship alcoholic beverages to a licensed wholesaler in Missouri, a solicitor must be licensed with the Division of Alcohol and Tobacco Control using the solicitor application. For more information on alcoholic beverage licensing applications and forms, visit our Licensing page.

The Missouri Division of Alcohol and Tobacco Control (ATC) registers brand labels as Primary American Source of Supply (PAS) in compliance with Section 311.275, RSMo. Primary American Source of Supply means that only one solicitor may register to be the primary source for a brand and is the only company that may distribute this product in Missouri, through the appointment of Missouri wholesalers.

ATC has an Online System that manufacturers, solicitors, wineries and microbreweries must use to electronically submit new label registrations or to make changes to previously registered labels. Brand applications and amendments are conditionally approved five (5) working days after receipt of a completed application. However, if you receive an email indicating “Request Additional Information”, the conditional approval does not apply. This speeds up the approval process for Primary American Source and Brand Label Registration, thus, reducing wait time before products can be sold in Missouri. ATC does not send automatic alerts for conditional approvals, however a Conditional Label Approval list is available on the reports page.

After the label has been processed and approved a permission to ship notification will be emailed to you. If the application is denied information will show up on the ALCMS – Customer Portal under Brand Label Dashboard – Applications tab with the status of Rejected and you will receive a Brand Application Denial Notice by email.

Instructions/Videos for setting up permissions are available on Homepage. If you need assistance with setting up permissions or electronically submitting brand label registrations, please email Julie Rummerfield at julie.rummerfield@dps.mo.gov or call (573) 751-7891; email Shannon Heislen at shannon.heislen@dps.mo.gov or call (573) 751-5444.

The solicitor must also comply with monthly alcoholic beverage excise tax reporting requirements. For more information on alcoholic beverage excise tax reporting requirements, visit our Excise Tax Reporting page.

Registering Products

To electronically register products the following information may be required:

  1. Approved TTB Certificate of Label Approval (COLA)
  2. Valid appointment letter from owner of product or certification of ownership of product. The term "primary American source of supply: shall mean the distiller, producer, the owner of the commodity at the time it became a marketable product, the bottler, or the exclusive agent of any such distiller, producer, bottler or owner, the basic requirement being that the nonresident seller be the first source closest to the manufacturer in the channel of commerce from whom the product can be secured by American wholesalers.
  3. If COLA is not required, you must upload a sample label.
  4. Wholesaler appointment and/or geographical agreement designating specific area within such wholesaler applicant is authorized to sell such brand.
  5. Lab Analysis Attestation Form is required if the product has NO COLA