Beverage brands have risks other brokers don't understand.
Contamination claims. Alcohol liability. Labeling compliance. In beverages, one event moves fast enough to end a brand. We know which coverage you need — before that call comes in.
The four claims that hit beverage brands hardest
A Class I recall on a beverage line can move from notification to retail pull in 24 hours. Most founders have never tested their policy against that clock. Here's what we've seen — and how we cover it.
Contamination and spoilage
A foreign object or microbial contamination in your beverage triggers product recalls and consumer injury claims. Co-packed beverages are especially vulnerable — if the co-packer's line is the problem, you're still liable on the label.
Alcohol compliance
TTB compliance, state licensing requirements, and dram shop liability create a web of regulatory exposure specific to alcohol brands. One gap and you're paying regulatory defense costs out of pocket.
Labeling and health claims
"No added sugar," "all-natural," "immunity-boosting" — health and wellness claims on beverage labels face increasing FTC and state AG scrutiny. A class action can come from a single unsubstantiated claim.
Co-packer ingredient liability
Your beverage co-packer sources an ingredient that later shows contamination. Your brand is on every bottle. The recall and replacement cost falls on you, not your co-packer, unless your policy is structured correctly.
Coverage built for your stage
A beverage brand in early retail needs different coverage than one doing $10M through UNFI. We build the stack for your stage — so you're not carrying recall coverage you can't afford, or skipping it when you actually need it.
Launchpad
$0 – $5M revenuePre-revenue to ~$1M. Getting into your first retailer or launching DTC.
Scaling
$5M+ revenueIn major retail. Co-manufacturer relationships. Investor conversations.
What founders say when the coverage actually holds up.
We have used SecureCPG for 2 years and have been impressed with their depth of knowledge in our space and ability to work with carriers to ensure we are getting the best coverage possible.
SecureCPG has been a consistent and reliable partner who takes the time to understand our business and deliver critical results.
Highly recommend SecureCPG! They are timely with communication and experts at navigating the specific needs of our brand portfolio. They make the insurance process simple, transparent, and stress-free.
We started working with SecureCPG when we could not find a broker who understood our unique business and products. They found improved coverage at a better price and consistently demonstrate their knowledge of both CPG and insurance.
We know the beverage category before you have to explain it.
Beverage-specific, not food-generic
We know the difference between a co-packer for shelf-stable beverages and one for cold-pressed. We know what each retailer's beverage vendor portal requires — before you submit.
Alcohol coverage without the runaround
TTB compliance, liquor liability, dram shop — we've structured coverage for alcohol brands from day one. No explaining your business model to a generalist broker.
Russ picks up the phone
Your co-packer found a foreign object in a production run and the distributor is already asking for your recall protocol. At 2am, Russ picks up and walks you through exactly what's covered — before you've even called your lawyer.
Carriers who know what TTB means
Most generalist brokers can't place a functional beverage or alcohol brand with a specialty carrier. We can. That difference shows up in your recall coverage terms, your dram shop liability, and your premium at renewal.