Cellr creates e-label solution amid incoming wine label regulations

07 Jul 2023 --- Starting December 8, 2023, wine sold in the EU will be required to declare ingredient, allergen and nutrition information on its labels.

Cellr has created an e-label that can be implemented onto bottle labels so packagers can cleanly incorporate the upcoming required information without crowding the bottle’s look. EU label legislation has approved e-labels to deliver ingredient and nutrition information on wine bottles. 

The labels are a digital alternative to physical printed labels, utilizing connected technology such as QR codes to deliver product information to consumers. The connected packaging trend continues within the industry and can be a helpful tool for brands to stay updated as legislation changes. 

The EU label changes were announced in May, with the final draft of the legislation yet to be published but expected in July 2023. Cellr says the announcement “caused panic across wineries, exporters and industry professionals.”

Why it’s needed
The new requirement will provide consumers with vital insights into the composition and nutritional aspects of the wines they purchase, aiming to enhance transparency, says the company.

Cellr has made an e-label for wine in-line with upcoming legislation.Concerns and the practicality of incorporating this information without overcrowding the labels and compromising design aesthetics were circling among members of the wine industry. The main worry is the limitation of label space, which is already dedicated to mandatory content, such as brand identity, appellation and warning labels.

With Cellr’s solution, consumers can scan a QR code – the e-label – accessing a digital interface that displays a wide range of information about the product, including ingredients, nutritional values, allergens, manufacturing details, sustainability certifications and product history.

The digital solutions company says its product allows winery production, sales and export teams to set up label artwork now, with the opportunity to change and update the e-label content as more clarity on legislation is delivered. 

Ensuring compliance
However, to ensure compliance with these evolving regulations, brands may need to utilize separate websites or digital platforms designed to meet the requirements. Traditional websites won’t be suitable due to their marketing and tracking functionalities. “Still, connected software solutions, such as Cellr, can allow brands to leverage QR code e-labels, which provide full compliance,” the company asserts. 

Cellr says it’s e-label can deliver features like brand protection and use geotargeting to provide sales and marketing content in markets external to the EU. But EU-compliant e-labels are prohibited from collecting or tracking any user data.

Companies using non-compliant labels will be subject to the removal of products in the EU and could face fines.

Edited by Sabine Waldeck