A bottle loading machine for loading bottles 22 such as 1, 2 and 3 liter bottles into sockets 12 of cases 14 from a substantially continuous flow of bottles. The bottles are successfully fed in aligned rows to an upper end of an inclined slide 20 so that bottles slide down the slide on their bottoms in abutting relationship to a loading station 18. An elongated case feeding plate 26 is positioned below said inclined side for guiding cases to the loading station. A case feeding device 32 carried adjacent the elongated case feeding plate engages the cases and forces the cases at a preset feed rate towards the loading station in an end to end abutting relationship. Elongated members 80 engage the shoulders of the bottles as the bottles drop off the incline slide 20 to force the bottles into sockets 12 provided in the cases 22. A braking member 34 is carried adjacent the loading platform 18 for retarding the movement of the cases as they are loaded.