Wine Labeling & Packaging Resources
With this page, the OWB wants to offer industry members a central point to stay current with available labeling and packaging resources.
Wine producers will find here resources allowing them to be in compliance with the latest domestic and international labeling regulations and to be informed about packaging trends.
Wine labeling regulations that govern the information that must be displayed on wine bottles vary depending on the country of origin, destination market, and alcohol content of the wine. Label creative designs and packaging trends are not yet regulated by law but have an impact that goes beyond the “likeability” of a design and options should be considered.
We will apply our due diligence to keep this page up to date by adding any new relevant packaging and labeling information as a service to the industry but cannot be held responsible for wineries and label design compliance.
Please use this form to send us any new labeling or packaging information and/or regulations we should consider sharing on this page.
U.S. Wine Labeling Requirements
Wine, which includes cider and mead, must be properly labeled before it can be sold in the U.S. marketplace. Prior to bottling your wine, you need to submit an image of your label to TTB for review to obtain a Certificate of Label Approval (COLA), or a Certificate of Exemption from Label Approval.
TTB Wine Labeling Resources
The following guidances will help you understand TTB’s requirements for wine labels.
Oregon Liquor and Cannabis Commission (OLCC) Resources
California Bottle Bill
Changes have been made to California’s Beverage Container Recycling Program (also known as the “Bottle Bill”) due to California Senate Bill 1013 (SB 1013) which impact wine and spirits containers sold for consumption in California.
Labeling Organic Wines
All organic alcohol beverages must meet both Alcohol and Tobacco Tax and Trade Bureau (TTB) and USDA organic regulations. TTB requires that alcohol beverage labels be reviewed through the Certificate of Label Approval (COLA) application process. Learn more at http://www.ttb.gov/wine.
EU NEW Wine Labeling Rules
On Dec. 6, 2021, the European Union published new rules concerning wine, dealcoholized and partially dealcoholized wine, and aromatized wine. These new rules introduce a compulsory nutrition declaration and a compulsory list of ingredients for wine products sold on the EU market beginning on Dec. 8, 2023. The EU also established the conditions under which wine products may be dealcoholized or partially dealcoholized.
There is hope that, if the TTB adopts a rule similar to the one in the EU, a U.S. QR code will also satisfy EU requirements.
The information available on the new EU regulations on nutrition and ingredient labeling continues to expand and evolve. Given the unprecedented nature of the new requirements and the implementation of e-labels, there are several areas where questions remain about the regulations and how they will be implemented. It is also important to note that while the regulations have been adopted at the EU level, they will be monitored and enforced at the EU Member State level so it is possible that some national authorities will take different approaches to enforcement.
- EU Nutrition and Ingredient Labeling Requirement FAQ (Version 1, Aug. 5 2022)
Digital Labeling Ressources
Media Articles & Consumer Studies
- Decanter – EU wine labeling: The changes explained
- Scan Trust – EU wine label requirements in 2023: A guide for wineries (including e-labels)
- Forbes – Do U.S. Consumers Really Want Ingredient And Nutrition Labeling On Wine?
- Wine Business – Winners and Losers in New Consumer Study on Nutritional and Ingredient Wine Labeling
- Financial Times – Jancis Robinson: what’s really in your wine?
Wine Nutrition Facts
Nutritional labeling of alcoholic beverages is in increasing demand and transparency has value since consumers tend to overestimate wine sugar and calorie content.
A Wine Market Council (WMC) study published in 2022 showed that almost half of wine drinkers perceive wine as high in sugar. On average, consumers think a 5 oz. pour of wine is about 145 calories; answers ranged from 50 to 250, with one quarter estimating a typical serving containing 200 or more (much higher than most table wines). When, according to the U.S. Department of Agriculture, most dry table wines (between 11 and 14 percent alcohol by volume), a 5-ounce glass will contain about 120 to 130 calories.
TTB Ruling on Voluntary Serving Facts Statement
Previous TTB nutrition labeling guidelines were onerous and involved expensive testing of multiple batches of wine. In September 2020, TTB issued Ruling 2020-1 which:
- Allows for the use of databases and “typical values.”
- Allows a tolerance of 20% for understatement of calories and carbohydrates.
Overstatements of the calorie and carb value are acceptable if the actual content is “within a reasonable range of the labeled or advertised amount (within good manufacturing practice limitations).”
- Aligns with FDA’s menu labeling requirements.
Media Articles & Consumer Studies
- Wine Spectator – How Many Calories are in a glass of Wine?
- Wine Folly – Wine Nutrition Facts (Infographic)
- Wine Industry Network – WMC Research Reveals What Consumers Think About Ingredient and Nutrition Labels on Wine.
New Trends in Wine Packaging and Labelling
Your company’s values, preferred consumer segment, and wine consumption occasion are all elements of the equation that will guide your choices for the most appropriate packaging.
Wines in Eco-Friendly packaging are gaining in popularity, including lighter or smaller containers that are easier to recycle. With the rise in eCommerce, traditional glass bottles might not be the best option as they are heavy to ship, creating a bigger carbon footprint and higher cost. Finally, sometimes a full 750 ml bottle is more than the occasion requires and glass can be prohibited in certain places, such as stadiums or pools…
- Sustainable Wine Roundtable – Bottle Weight Accord
- Revino – Refillable Glass Bottles.
- Owens Illinois (O-I) and Lange Winery – Commitment to Sustainability with Local glass bottles – Read the Blog post and view the Video.
- Forbes Feb. 21, 2022 – With a reduced Carbon Footprint, Bag in Box Wine Increases Market Share.
- Straits Research Oct. 12, 2022 – Canned Wines Market : by type (red, White, Sparkling, Distribution Channel, Region.
Clean Label Project
The Clean Label Project Purity Award evaluates products for chemicals of concern and industrial and environmental toxins and contaminants (like heavy metals, pesticide residues, and plasticizers) that have the long-term potential to adversely affect health and well-being. Clean Label Project uses benchmarked data to compare individual product test results to the test results of the best-selling products in the same category. Read more.
Voluntary Nutritional value and Ingredients Statements, Oregon examples
In TTB Ruling 2013-2, “Voluntary Nutrient Content Statements in the Labeling and Advertising of Wines, Distilled Spirits, and Malt Beverages” (May 28, 2013), TTB allowed the use of optional “Serving Facts” statements on labels and in advertisements.
Examples of Oregon wineries that embrace the transparency trend:
While you can’t bring your bottles to life, augmented reality (AR) is the next best option. This technology allows the creation of animations to engage with consumers through AR-capable label designs. Unlike QR codes, at which you just point your smartphone camera and a link pops up for you to click to view a website, for AR experiences, you need to download an AR wine label app onto your phone. Whilst this technology has not yet been broadly used by the wine industry, it definitely does generate a lot of PR interest.
- KGun9 Aug. 17, 2017 – 19 Crimes Talking Label.
- Pixelplex July,1 2020 Blog post – Augmented Reality for the Wine Industry.