Start with the full identity
A useful first question is simple: which bottle am I actually looking at? Copy the brand, complete expression name and drink type together. Two bottles can share a large brand name while differing in size, strength, release or category. A photograph of the front and back is a better reference than a shortened name remembered later.
For spirits, TTB distinguishes the brand name from the class or type designation. The latter describes the kind of product, such as vodka or bourbon whiskey. Look for both rather than treating a decorative expression name as the complete description. The TTB label anatomy tool explains those separate roles.
When browsing online, open the individual product before drawing a conclusion from a category card. Keep the exact expression in your notes, including any words that distinguish it from another release. If the description and photograph appear to disagree, make that the question you ask.
Separate size from strength
Net contents and alcohol concentration answer different questions. For volume comparisons, put the figures in the same unit: 70 cl equals 700 ml, while 75 cl equals 750 ml. A larger container does not, by itself, tell you anything about concentration.
Alcohol by volume, often shortened to ABV in conversation, expresses alcohol concentration as a percentage. A label may use wording such as “alc. by vol.” TTB’s alcohol content guide explains the statement. U.S. proof is twice the alcohol-by-volume percentage: 40% corresponds to 80 proof. That conversion is specifically the U.S. system, as clarified in the TTB spirits FAQs.
Try a two-column comparison. Write “700 ml / 40%” for one hypothetical bottle and “750 ml / 43%” for another. You can now see two independent differences. Neither number supplies a tasting review or a reason to call one bottle better.
Read dates in context
A prominent number needs its surrounding words. Ask whether it describes an age, a vintage, a batch or something else before adding it to your comparison. Do not convert a brand’s founding year into the age of the liquid.
For Scotch whisky, an age statement refers to the youngest whisky in the product; it is not an average. The Scotch Whisky Association guidance explains this convention. A wine vintage, by contrast, refers to the grape harvest year, as described in TTB’s wine label guide. These are different kinds of information.
Keep a number attached to its label wording in your notes. If no age or vintage is stated, record “not stated” instead of estimating from colour, packaging or price. That small habit makes a later comparison much more reliable.
Make a useful shortlist
Choose one question for your next comparison. You might want to identify a particular expression, check whether two listings show the same size, or understand a category term. A short, specific question gives you a clearer next step than trying to learn every label term at once.
- Save the full product name and its page link.
- Record stated size and strength separately.
- Copy age, vintage or release wording exactly where it appears.
- Leave missing details marked as unknown.
Explore the drinks catalogue and keep useful finds in your wishlist. For a missing detail, open a product and choose “Ask about this product” so the question keeps its context. Continue with our guides to Scotch category terms and wine labels.
Sources and editorial notes
By LQRS editorial. Sources checked October 30, 2026. This guide explains label reading for adults 21+. Examples are hypothetical; a product’s own label and producer information remain the reference for its specifications.
