Exporting wine with a compliant label

At first glance, a label on a bottle of wine or spirits serves to inform the consumer. However, when a bottle leaves France for New York, Shanghai, London or Zurich, its label becomes much more than just a marketing tool. It is the label that will be checked, handled, recorded and analysed by a whole host of parties: logistics providers, freight forwarders, customs officials, importers, distributors and even health authorities.

A missing label, an incorrect secondary label or information that is difficult to read… these are all reasons that can slow down a delivery, incur additional costs or delay a product’s launch.

For French wine and spirits producers and merchants, labelling plays a direct role in the smooth running of operations, the quality of service and commercial performance.

More complex regulations

With the globalisation of markets, commercial opportunities are accompanied by a proliferation of regulatory requirements. Since 2023, wines sold in the European Union must, in particular, include nutritional information and a list of ingredients, accessible either directly on the label or via a QR code. In France, bottles must also feature the pictogram advising against alcohol consumption during pregnancy.

But as soon as a wine crosses a border, different rules come into play.

The United States imposes its famous ‘Government Warning’. China generally requires a back label in Chinese. Since Brexit, the United Kingdom has required the details of a local importer. Switzerland applies its own documentary and linguistic requirements. The same bottle is therefore labelled differently depending on the target markets.

A question of compliance… but also of efficiency

Regulatory compliance is only part of the equation. In practice, a label facilitates checks carried out throughout the supply chain. Customs authorities, logistics warehouses, freight forwarders and importers must be able to quickly identify key information: the product’s origin, volume, alcohol content, batch number and the importer’s contact details.

Incorrectly positioned information, poor-quality printing or an unsuitable secondary label can lead to additional checks, which significantly slow down the distribution process and, consequently, the marketing of the product.