Absolute best scenario is single binary with embedded static files (Go is very good at that) that just takes config and/or CLI options (preferably both if it isn't too complex of a config) and works. Or static file that just needs to be pointed at database with certain version
It can be easily run on VM, it can be easily made with container, it can be easily made into package, or ran in cloud with cloud DB service. All those options are a plus, but the fact it is a single binary makes it easier to make a package or container out of it and deliver that to customers.
Second best is .deb package that deploys a single service or a container that just exposes a port and that's it.
DB-wise there is a temptation to provide a bunch of containers that have all of app's dependencies (DB etc.) but that's a LOT of work on both side. On supplier side you have ton of stuff you need to take care of, providing method to do consistent backups, caring about log rotation, handling service restarts if something fails etc. and lastly procedures to recover it from the backup
And on client side they can't just do same database backup they do for every single other database they know, they have to take app's custom way of backing up and integrate it, or just "copy whole container and hope for best".
It can be worth it, if your setup is complex enough that asking client to install those dependencies would be a big obstacle (and especially if you need to use different versions than available under Debian/Ubuntu stable), but if you are just deploying container with app and plain PostgreSQL db without using anything special that would need latest version, just let user ship their own DB.
Also supporting "small" deployment with just SQLite backend is great for demoing stuff to management