SB 456 introduces changes that may appear limited, but the bill’s broad language will have far-reaching marketplace and regulatory implications.
- Increases the existing 288-ounce (24 twelve-ounce cans equivalent) per-person daily off-premise purchase limit to 864-ounces (or 74 twelve-ounce cans equivalent)
- Allow “small breweries” to self-distribute up to 500 barrels annually in their home county.
Georgia’s three-tier system is built on clear accountability
Georgia separates producers, wholesalers and retailers into defined roles:
- Brewers focus on production
- Wholesalers ensure safe, compliant statewide distribution
- Retailers focus on customer experience and responsible sales
This structure promotes public safety, consistent tax collection, clear regulatory oversight, and an efficient, level playing field for brewers. Wholesalers currently deliver to 21,000+ licensed retailers and provide consolidated logistics, compliance management, tax reporting and recall coordination through a single accountable channel.
The “small brewer” definition is broader than it appears
SB 456 defines eligibility based on a brewer’s share of a wholesaler’s volume rather than a fixed production cap. As a result:
- Eligibility could shift year to year
- Application may extend more broadly than intended
- Ongoing monitoring of private sales data would be required
- Some of the world’s largest brewers could meet the definition with certain wholesalers
This introduces new administrative and enforcement complexity into what is currently a clear system.
SB 456 introduces structural risk
The core issue is structural, not geographic. SB 456 creates a hybrid distribution model in which certain breweries could selectively self-distribute while continuing to rely on wholesalers for broader reach. Over time, this risks:
- Fragmenting the delivery system
- Complicating tax collection, compliance reporting and recall processes
- Creating additional strain on retailers
- Introducing new liability and logistics burdens for small brewers
- Increasing monitoring demands for regulators
The bill also does not account for wide variation in county size, retailer density and delivery logistics across Georgia.
SB 456 is not a cure for craft beer headwinds
Breweries nationwide are facing real economic pressure driven by:
- Shifting consumer preferences
- SKU consolidation at retail
- Rising input and freight costs
- Increased beverage competition
These pressures exist in states with and without self-distribution. Notably:
- Oregon — which allows self-distribution — has reported a second consecutive year of significant closures (29 brewery /taproom/cidery closures in 2025).
- Nationally, the Brewers Association reports closures have recently outpaced openings.
The evidence suggests today’s pressures are market-driven, not primarily the result of Georgia’s distribution framework.
Bottom line
Georgia’s three-tier system has delivered nearly 90 years of regulatory clarity, tax transparency, market stability, and broad retail access. SB 456 would introduce carve-outs that risk polluting a system that currently operates with clear accountability.