A method and an apparatus for protecting the surfaces and labels of beverage containers are disclosed. The invention includes a beverage tray having a floor and walls extending from the floor. The beverage tray includes a plurality of dividing sections that divide the beverage tray into beverage sections. Each beverage section may hold a single beverage container. The beverage tray may include a plurality of contact strips positioned within the beverage tray and configured to contact the surface of the beverage container. The contact strips may be placed on the walls of the beverage tray or on the dividing sections of the beverage tray. The contact strips may be applied to existing beverage trays to protect the surfaces and labels of beverage bottles from being damaged by the surface of the beverage trays.