BY Elisa Savietto IN Industry knowledgeWhen winemakers cry – new rules for wine labels
No two wines are ever the same - as you are surely aware. The different types of wine on the market are as varied as people's tastes, and wines must therefore need labelling to make it easier to distinguish between them. This practice dates back to ancient times: initially, information was engraved on amphorae, later inscribed on hanging labels, and eventually printed.
Today, in addition to the essential information required to identify different wines, the European Union is considering introducing warning labels on wine bottles. This proposal has sparked controversy among winemakers and wine enthusiasts. These new regulations could disrupt tradition and significantly alter the design of personalised wine labels, which are crucial to the branding and marketing of bottles.
Definition of general information on the wine label
In general, all wine containers with a volume of less than 60 litres are required to be labelled. These labels include various mandatory information that provides details about the beverage. Additionally, some manufacturers also include voluntary information to aid in better differentiation.
Mandatory information on wine labels
Mandatory information wine labels include the following details:
- Product designation: Specifies whether the beverage is wine or sparkling wine (often referred to as "Secco").
- Quality level: Indicates the classification, such as quality wine, country wine (with indication of origin), or predicate wine
- Location of the bottling facility: Typically the vineyard where the wine was bottled
- Alcohol content: The percentage of alcohol in the beverage
- Nominal fill volume: the volume of the bottle in litres
- Geographical indication of origin: Only required depending on quality level
- Ongoing official examination number: Required only for quality wine, predicate wine, and sparkling wine
- Batch identification: Used in place of the examination number for other quality levels
- Indication of protein-based fining agents: For example, if egg whites or casein were used
- Indication of sulfites: Must be stated if present
This mandatory information must be placed directly on the visible area of the bottle or label so that customers can easily find it. The information must also be visible on the main label without the need to turn the bottle over. In practice, however, most manufacturers place a logo and the name of the wine on the front, while the mandatory information can be found on the back label—legally, the back label is considered the main label.
Voluntary information on a wine label
In addition to the mandatory information, the following voluntary details can often be found on a wine label:
- Vintage: The year the grapes were harvested and ripened
- Grape variety: Specifies the type of grape used in the wine (e.g., Riesling)
- Wine location: Indicates the precise origin of the wine
- Taste profile: Describes the flavour characteristics (e.g., sweet, fruity, semi-dry, dry)
- Serving temperature: The recommended temperature for serving the wine
- Food pairing recommendations: Suggestions for foods that pair well with the wine
- Lack of additives: Information on whether any additives were used
- Storage conditions: Guidelines for proper storage to maintain quality
It is important that voluntary information is not misleading or deceptive to customers. If it presents a false or embellished image of the wine, the information is no longer considered acceptable.
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New wine label warnings - what you might find
In addition to the aforementioned information, discussions are currently taking place within the European Union regarding warning labels on alcoholic beverages. This initiative was started by Ireland, which aims to address the country's high alcohol consumption. As a result, warning labels are expected to be included on all packaging in the future.
So far, no majority has been reached in the EU Parliament, which may explain Ireland's decision to proceed unilaterally. Currently, the only warnings of this nature are symbols that advise against alcohol consumption during pregnancy or when driving, rather than warnings about general alcohol consumption.
Warning labels similar to those on tobacco products
Ireland now wants to print health warnings on the labels of wine and other alcoholic drinks. These warnings could read, for example: ‘Alcohol consumption causes liver disease’. Such messages are already in place on packets of cigarettes and other tobacco products. Ireland recently requested formal authorisation from the European Commission to implement these new labelling obligations, a request that was accepted by Brussels.
Headwind from other member states
The approval of Ireland's proposal by the EU Commission, which equates alcoholic beverages with tobacco products, has sparked considerable controversy among member states. Countries such as France, Spain, and Italy, which are significant producers of wine, are concerned about how this decision may impact their markets and cultural practices surrounding alcohol consumption.
The planned amendments, set for December 2023, add another layer of complexity as member states are urged to avoid taking individual actions until a unified approach is established at the EU level. Irish officials argue that their high rates of alcohol consumption have negative implications for public health, thereby justifying the need for preemptive measures to address the issue.
This emerging conflict highlights the ongoing tension within the EU regarding public health policies, economic interests, and the balance of power between national and EU-level regulations. It will be interesting to observe how these discussions evolve and what implications they may have for the future of alcohol regulation across Europe.
Wine is not the same as tobacco
The fact that the EU Commission approved Ireland's proposal without objections, thereby effectively equating alcoholic beverages with tobacco products, has drawn criticism from several other member states. Major wine-exporting countries such as France, Spain, and Italy have notably expressed their opposition to these changes.
Italy expresses discontent over warning labels
Above all, Italy views the EU's approval of warning labels on wine as a direct attack—after all, this country is the world's leading wine producer and exporter. According to representatives from the country, it is inappropriate to equate the consumption of spirits, as this varies significantly between countries. Italy's Agriculture Minister Lollobrigida expressed his determination to do everything possible to protect Italian products and the Italian lifestyle.
Disturbing images on the wine label?
The resemblance of warning labels on wine bottles to those on tobacco products has raised concerns among many winemakers, particularly about the possibility of graphic images being included on the labels in the future. However, to date, the discussions have not included the use of graphic warning images, which are common with tobacco products. The current efforts within the EU are focused solely on implementing written warnings.
The winemakers' perspective
Winemakers from various EU member states are expressing concern. Most believe that discussions about graphic warning labels on bottles are unnecessary. While it is acknowledged that alcohol consumption is quite high in some countries, this should not be equated with the healthy and cultural enjoyment of wine. Excessive consumption should not be confused with moderate drinking - additionally, not all EU countries face the same alcohol-related issues. Ultimately, the manner and type of alcohol consumed depend on the cultural context of each country.
Devaluation of a cultural asset - winemakers against warnings on wine labels
Many winemakers fear that warning labels could significantly devalue the cultural heritage of wine. They believe that such labels would demonise the beverage rather than promote a responsible approach to consumption. Instead, winemakers feel it is much more important and effective to motivate consumers toward healthy habits and moderate drinking. Those who can limit their alcohol intake typically do not need to worry about facing severe consequences from enjoying wine.
Prohibition instead of awareness initiatives
Another argument raised by many winemakers is that awareness-raising efforts are being replaced by prohibitions. They believe that motivational measures are more effective than deterrents, and a warning label on a wine bottle may frighten consumers rather than educate them about healthy drinking habits. Awareness-raising initiatives are not only more effective, but they also help preserve the cultural significance of wine through moderate consumption.
Barcodes: How they work on wine labels
In the EU, products are labelled with a so-called barcode (also known as a strip code). The most common type used across the EU is the EAN (European Article Number). A barcode contains various pieces of information that aid in the identification of a product, including details that must be printed on the label. The information encoded in the barcode mainly assists label manufacturers and retailers. In contrast, the written information on the wine label is intended primarily for the customer. Whether warning labels will also be included in barcodes in the future remains uncertain, as such warnings would be difficult for customers to see and thus would have little impact.
Conclusion: The debate over health warnings on wine bottles remains ongoing
Discussions about warning labels on alcoholic beverages began a few years ago, but so far without success. In the United States, such warnings are already common, though they do not appear to have a significant impact on consumption behaviour. However still, winemakers, along with representatives from major wine-exporting countries such as Italy, Spain, and France, have expressed concern over the inclusion of warning labels on packaging.
Instead of focusing on deterrent information, they advocate for awareness-raising programmes that promote moderate consumption. After all, wine is not the same as other alcoholic beverages, and alcohol is not the same as tobacco.
