Wine e-label

Example

A winery with six labels and two vintages has twelve different products, and each one needs its own page: the ingredients for that vintage, the full nutrition figures per 100 ml, and nothing else. The back label carries the QR code and a line saying what it opens. The allergens — the sulphites — and the energy value stay printed on the bottle, because those two cannot move online. When the next vintage changes the analysis, the page changes and the print run does not.

Why it matters for a business

Since 8 December 2023 wine has had to carry an ingredient list and a nutrition declaration. Most of that information may be given electronically, under conditions that are easy to miss:

• The energy value is printed on the bottle itself.
• Allergens are printed on the bottle, in the language of the market.
• The page must not collect or track data about the person scanning it.
• The page carries no marketing and sells nothing: no order button, no campaign, no tracking tag.
• The information is given in the languages of the markets where the wine is sold.

That makes an e-label the opposite of a landing page: the same technology, with an explicit ban on doing any marketing. The gain for the producer sits elsewhere — one label design serves several vintages and several markets without a new print run every time a figure moves. Bottles produced before the rules took effect are sold through on the older labelling.

What to ask

• Who hosts the page, and does the address stay yours if the supplier stops trading?
• How long does the page stay reachable for a bottle still sitting on a shelf?
• How are versions kept per lot and vintage, so an old code still shows the old composition?
• Is there a counter, a cookie or a pixel on the page that should not be there?

The back label and the page behind the code are prepared together in our packaging and labels work.