Author: Julie Hesketh-Laird
The alcohol beverage industry is at a crossroads when it comes to labelling. Traditional wine labels lack the physical space to address growing consumer, regulatory and business demand for greater product information. Amid rising consumer interest in sustainability and transparency, electronic labelling has become the logical solution for wine companies to provide tech-savvy shoppers with clear, easy and instant access to detailed product insights. E-labelling also allows the companies to share consumer-focused details, such as food pairings, reviews and insights into their heritage and craftsmanship.
Now is the time to embrace e-labelling as an industry practice. FIVS, the international wine federation, has developed Good Regulatory Principles for e-Labelling, advocating for a smarter, adaptable approach to product information.
While each government will legislate based on local circumstances, FIVS’s e-Labelling Principles provide a framework for governments to consider before regulating in this space. Without alignment, legislation may become slow, inconsistent and difficult to implement, potentially creating trade barriers.
The FIVS Principles support a single language-free QR code on wine labels for mandatory and voluntary information as well as price scanning at the point of sale for when QR codes replace unique product codes or UPCs (e.g. barcodes) soon.
FIVS is approaching its 75th year as “The Voice of Wine”, standing as a vital industry force in shaping policies, trade and innovation. Over the decades, our members have learned that the most impactful initiatives are those that are strategically implemented from the outset, ensuring smooth adoption and long-term success.
This is why FIVS operates at a principled level, providing structured frameworks that serve as roadmaps for ideas, guiding policymakers and industry leaders toward efficient, sustainable solutions. By setting out clear e-Labelling Principles, FIVS seeks to foster global consistency across markets, helping governments and businesses align with best practices that benefit producers, consumers and global trade.
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Successful systems
Several governments have explored digital labels with success. South Korea has actively tested e-labelling, including QR codes for product labelling. A 2022 Smart Food QR pilot let consumers access detailed food information via QR codes. Feedback highlighted the convenience of scanning QR codes to check expiration dates, ingredients and food safety alerts, with some major retailers integrating QR-based expiry tracking into checkout systems.
QR codes can provide various types of information. The FIVS Principles support using e-labels for mandatory details while allowing additional, voluntary content. This approach addresses the fundamental challenge of limited space on physical labels, which often restricts the amount of consumer-relevant information that can be displayed. It also benefits products like wine that change from vintage to vintage, keeping ingredient and nutritional information current. By integrating QR codes, producers can comply with regulations while giving buyers broader insights, from terroir and climate influences to serving tips.
QR code adoption has surged globally, fuelled by smartphone reliance for transactions — especially among Gen Z drinkers. For them, e-labels provide a transparent way to ensure purchases align with their values.
The European Union authorised the use of e-labels for wine for mandatory information — ingredients and nutritional information — for wines sold in the EU since December 2023 and Italy and Spain use the same QR code to provide consumer recycling or disposal guidelines.
With proven success in these markets, e-labelling allows governments to modernise product transparency. QR codes and e-labels enhance flexibility, cost-efficiency and accessibility — overcoming many traditional labelling limitations.
A smarter, adaptable approach
As the global wine federation, it is no surprise that the FIVS Principles call for governments to work towards a harmonised international understanding concerning the types of information that must appear on the physical label of a wine bottle and that which may appear on an e-label.
Harmonisation is crucial for trade, allowing wine producers to follow consistent (not identical) regulations rather than navigating a patchwork of national rules. Without alignment, wineries risk higher costs, delays or trade barriers, as differing mandates force them to print multiple label versions per country. It also strengthens consumer trust and accessibility, reflecting evolving preferences.
The wine sector recognises that no transformation is without hurdles. Governments must consider digital accessibility and ensure e-labelling is practical for all consumers, including those without internet access. Digital labels are intended to complement — not replace — physical labels, ensuring all essential information remains accessible to consumers with the opportunity of acquiring additional mandatory and voluntary information through online labels. And the FIVS Principles call for governments to take fully into consideration any existing and applicable data privacy laws.
By advocating for harmonised international standards, the FIVS E-Labelling Principles promote a practical, efficient and future-ready approach to labelling and an opportunity for governments to support trade, sustainability and transparency in the global wine industry.
About the author :
Julie Hesketh-Laird is the CEO of FIVS, THE global voice of wine, advocating for wine and associated sectors. FIVS builds effective relationships with and represents interests to international and intergovernmental stakeholders to ensure an operating environment free from distorting barriers.
