Check the seal, the label, the fill level and the batch code, and be wary of any price far below other licensed retailers. Genuine bottles have tight, unbroken closures, crisp printing and matching codes on bottle and box. Drinks House 247 recommends buying premium spirits only from licensed UK retailers with traceable stock.
Counterfeit spirits fall into two very different groups. At the cheap end, Trading Standards teams in the UK regularly warn about fake vodka and other spirits made with industrial alcohol, which can be genuinely dangerous. At the luxury end, the risk is refilled bottles and imitation labels on rare whisky, cognac and tequila, which cost buyers a great deal of money. The checks for both are similar, and most take a few seconds.
| Check | What a genuine bottle looks like | Warning signs |
|---|---|---|
| Price | In line with other licensed retailers | A price far below everyone else, especially on a rare bottle |
| Seal and closure | Tight capsule or intact tamper ring; cap turns only when broken | Loose capsule, glue marks, a cap that turns freely, a broken or missing ring |
| Label | Straight, crisp printing, consistent fonts, correct spelling | Blurred print, spelling mistakes, peeling edges, label on crooked |
| Fill level | The same level as other bottles of the same product | Noticeably high or low fill, or different levels across bottles in a case |
| Batch or laser code | Present, cleanly printed on the glass or label, and matching the box | Missing, scratched off, or different from the code on the box |
| The liquid | Clear spirits are perfectly clear; aged spirits are an even colour | Floating particles, cloudiness, or a colour unlike the usual bottle |
| Smell | Smells like the spirit should | A sharp chemical or nail-varnish smell |
| The seller | A licensed retailer with a real address and clear contact details | Anonymous marketplace listings, cash-only sales, no receipt |
Premium spirits are priced within a fairly narrow band across legitimate UK retailers, because duty and the brand's own pricing leave little room for dramatic discounts. When a rare whisky or luxury tequila is offered for a fraction of what reputable shops charge, the most likely explanation is that something is wrong with it. A bargain on a bottle that is famously hard to find is the single biggest red flag.
At the luxury end, a genuine bottle is no proof of genuine contents. Empty bottles of expensive spirits, especially distinctive decanters and ceramic bottles, are resold online, and some are refilled with something cheaper. That is why the closure matters more than the glass:
For collectable whisky, cognac and other spirits bottled decades ago, forgeries can be sophisticated, with convincing labels and period-correct bottles. Serious buyers rely on provenance: a documented history of where the bottle has been, and receipts from reputable auction houses or retailers. Specialist laboratories can analyse a sample to test whether the spirit's age matches its label. If a rare bottle comes with no history at all, treat that as a warning.
Illicit spirits made outside a licensed distillery can contain methanol or other industrial alcohols, which can cause serious harm. The Food Standards Agency and Trading Standards advise watching for:
If you have drunk something you suspect is counterfeit and feel unwell, particularly with blurred vision, vomiting or severe headache, seek medical help straight away.
Checking seals and labels helps, but the most reliable protection is where you buy. A licensed UK retailer has to hold a premises licence, and legitimate retailers buy through traceable supply chains. They have a reputation and a licence to lose, and they are accountable if something goes wrong. That is worth more than any checklist, particularly for a special or expensive bottle.
Check that the seal is tight and unbroken, the label is crisply printed and correctly spelled, the fill level matches other bottles, and the batch code matches the box. A price far below other licensed retailers is the biggest warning sign.
Yes. Empty bottles of expensive spirits are sometimes resold and refilled with cheaper spirit. That is why an intact seal, capsule and tamper ring matter more than the bottle itself.
It can be. Illicit spirits may contain methanol or other industrial alcohols. If you feel unwell after drinking suspect alcohol, especially with blurred vision or vomiting, seek medical help straight away.
In England and Wales, contact the Citizens Advice consumer helpline, which passes reports to Trading Standards. In Scotland, contact Advice Direct Scotland, and in Northern Ireland, Consumerline.
Browse our spirits collection, see how whisky delivery works across London, or explore rare and limited-edition spirits. For the story behind one of the most distinctive bottles in spirits, read why Clase Azul is so expensive.
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