If you’re a wine producer, distributor or marketer working in or distributing to the EU, you’ve probably already heard about the new regulations on digital wine labelling.

As of December 2023, the EU now requires wines and aromatised wine products to list ingredients, allergens, and nutritional values. This is something that’s never been mandatory before.

But rather than squeezing all of that information onto the bottle, the EU allows it to be delivered digitally. That’s where e-labels come in.

What Is a Wine E-Label?

Instead of listing all of the ingredients and nutritional values on the physical label, producers can now offer this information online, thanks to e-labels.

A GS1 Digital Link or QR code on the bottle can offer businesses the best of both worlds with transparency and compliance, but also freedom for brand expression.

It’s a straightforward process. Once scanned, the link takes the customer to a page (in their language) with all the necessary details. It’s clean and efficient and avoids the label design being covered in compliance information.

The digital label must be accessible in the consumer’s language, meet GDPR standards, and avoid tracking or marketing.

It must also contain all information outlined by the European Commission.

Is This a Legal Requirement?

Yes. As of 8th December 2023, all wines and aromatised wines sold in the EU must provide ingredient and nutritional information.

This can be printed on the label, but most producers are opting for digital delivery to avoid cluttered, confusing designs or reprinting for multiple markets.

Products that do not comply with these new regulations may be removed from shelves or refused entry into the EU, which makes digital implementation both urgent and necessary.

Those who have not fully embraced digital labelling risk falling behind competitors who are seeing this shift to digital as an opportunity.

Why Wine E-Labels Matter for the Global Market

Although wine e-label regulations are driven by the European Union, it’s not an isolated initiative. Partially this is because of the requirements for those selling within the EU, but it also has other benefits for businesses who sell locally.

Other markets such as the UK, Japan, and parts of North America are recognising or aligning with similar labelling standards, even in areas where it is not yet required.

Digital labelling, of course, is great for future-proofing in case of operations within the EU, but it also allows businesses to get ahead of the eventual move to digital labelling.

The flexibility provided by being able to edit product information quickly is an excellent cost-saving measure, and the transparency is appealing to modern consumers.

What Information Must a Wine E-Label Include?

The European Commission has clearly outlined the data that must be included in the e-label for wines.

This includes:

• List of ingredients
• Allergens and intolerances
• Nutritional declaration, including the energy value (kJ/kcal) and macronutrients (e.g. sugar, carbohydrates, fats)
• The type of wine (e.g. still, sparkling, fortified)
• Whether the wine has a PDO (Protected Designation of Origin) or PGI (Protected Geographical Indication), and its registered name
• The alcohol content (ABV)
• The volume of wine in the bottle (e.g. 750ml)
• A best-before date (only required for wines that have been de-alcoholised)

There are also several things that aren’t allowed on the e-label.

These include:

• Marketing content, promotions or tracking technologies
• Data collection without GDPR compliance and clear user consent
• Social media links or online shops (must be completely informational)

This ruling ensures that wine e-labels are focused on consumer rights and product transparency, not brand promotion.

For consumers seeking complete transparency, this is a good thing. This clarity isn’t exclusively a consumer perk. Businesses can also benefit from the move to wine e-labels.

The Benefits of Wine E-Labels For Businesses

While many wineries are focusing on simply meeting the new standards, there’s a bigger picture worth considering when it comes to digital labelling.

There are restrictions for marketing, but the move to e-labels can have an enormous impact on the wider business.

For Wine Producers and Exporters

Producers and exporters have an opportunity to streamline labelling across multiple markets without needing to redesign packaging. The use of digital labels means that most information can be changed online, reducing printing costs and simplifying the labelling process. This can save on both cost and resources.

Having more clarity about the information available to consumers allows businesses to improve their supply chain. From meeting minimum requirements and providing digital product passports to offering complete transparency for stakeholders, digital labelling can be excellent for strengthening existing relationships and building brand loyalty. The data can also help businesses to gain clarity when assessing their sustainability goals.

For Marketers and Sales Teams

Although direct promotions aren’t allowed on the e-label itself, there is no restrictions on the number of digital links on the bottle, meaning that marketing teams can build accessible user experiences using the same technology. This technology can open up a world of digital opportunities for marketing and sales teams.

Using GS1 Digital Links for Wine E-Labels

The simplest way to meet the outlined requirements for wine e-labelling is to use GS1 Digital Links.

These are unique web-based links that direct consumers to all of the required product information in one place.

Digital links mean that businesses can offer real-time updates without changing packaging and ensure consistent global compatibility across supply chains.

GS1 Digital Links can connect to both regulatory information and consumer-facing data (when permitted), offering a single access point that works in multiple languages and across multiple platforms.

Are Wine E-Labels A Strategic Asset

While the EU’s wine labelling regulation is clearly a compliance-driven move, it also has value for the businesses that produce the products.

Digital labelling provides a foundation for more transparent, customer-centric operations, which is exactly what modern wine consumers and global partners are increasingly demanding.

The e-label isn’t just a box to tick, it’s a chance to improve how wine is presented, understood, and enjoyed, and this benefits the entire industry.