The invention primarily is directed to an orienting holder for a container that is being filled with a product on a container filling line. The container holder (10) has at least two rollers (18) and a base portion (12). The rollers are made of an elastic material which can be an elastomer inclusive of polymeric foams. The rollers are on arms (15, 16) that project above the base portion and usually will contact the container (30) at an upper part of the container. The arms which support the rollers can pivot. The elastic material of the rollers provide for a positive gripping of the container on the filling line, including a positive grip onto containers which may be partially out of the specified tolerances. The compressibility of the elastic material of the rollers can be enhanced through forming channels (27) in the roller structure.