QR Code on Wine Labels: E-Labels, Vintages, and Placement on the Bottle
Two Tasks, Two QR codes
Since 8 December 2023, newly produced wines must include an ingredients list and a nutrition declaration. Both can be provided as an E-Label behind a QR code. However, this E-Label must not display any sales or advertising content. If you also want to refer to winery history, food recommendations, or an online shop, you need a second QR code with its own page.
| QR code | Purpose | Content |
|---|---|---|
| E-Label | Mandatory Information | Ingredients, allergens highlighted, nutrition values per 100 ml |
| Winery | Marketing | Wines, direct sales hours, tastings, shop, food recommendations |
Mandatory Information Remains on the Label
The E-Label replaces only the ingredients list and most of the nutrition information. The classic details must remain on the bottle — name, alcohol content, net volume, bottler, origin — along with the energy value (abbreviated as "E") and the word "Contains" for allergens. Incidentally, wine does not require a 'best before' date.
Vintage Changes — Change the Page, Not the Label
A dynamic QR code points to a page, not to fixed content. If only the nutrition values or wine description change between two bottlings, enter the new values and continue printing the same labels. If a new vintage has its own values, create a new page and leave the old one for bottles still in the trade.
Size and Placement on the Bottle
- At least 15 to 20 millimetres edge length on the back label; smaller QR codes scan unreliably on curved glass.
- Keep the QR code vertical to the bottle axis as narrow as possible: The further it wraps around the curve, the more it distorts.
- Leave a quiet zone around the QR code, at least four modules wide.
- Dark QR code on a light background; gold and embossed foils, textured paper, and mirror effects interfere with the camera.
- Before printing, stick a test print on the actual bottle and test with several phones.
Labeling Next to the QR code
Next to the QR code, it should state what lies behind it. This is mandatory for the E-Label; according to the interpretation of the EU Commission, a mere "i" is not sufficient; "Ingredients & Nutrition" is common. For the marketing QR code, a short promise like "Food Recommendations & Winery" helps — without a hint, hardly anyone scans.
Frequently asked questions
No. The E-Label must not appear together with sales or advertising content. A second QR code with a Winery page is suitable for this.
As a guideline, 15 to 20 millimetres. On strongly curved, narrow bottles, it should be larger — and always test on the actual bottle.
Not because of the QR code. It remains the same; you change the information on the page or create a new page for a new vintage.
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