Digital labelling is gaining global attention—and rightly so

Last week, e-labelling was put under the spotlight at the World Trade Organization Public Forum thanks to the timely World Spirits Alliance’s (WSA) panel and reception. It is encouraging to see momentum building for modern and consumer-friendly labels from wine right through the food sector, through FoodDrinkEurope and spirits through the WSA. 

At FIVS, the International Wine Federation, we launched our Good Regulatory Principles for e-Labelling, earlier this year, advocating for a smarter, adaptable approach to product information. 

While governments will legislate based on local circumstances, FIVS’s e-Labelling Principles provide a framework for governments to consider before regulating in this space to avoid good progress inadvertently creating trade barriers. 

The FIVS Principles support a single language-free QR code on wine labels for mandatory and voluntary information as well as price scanning at the point of sale for when QR codes replace unique product codes or UPCs (e.g. barcodes).   

Digital labelling is a strategic opportunity to align global trade, innovation, and consumer information and trust. According to the OIV - International Organisation of Vine and Wine, around 45% (or 2 in every 5 bottles) of wine sold in 2023 was consumed outside its country of origin. Digital labels will help consumers wherever they are in the world access real-time information about the wine they chose. 

Let’s keep the conversation going—across sectors, across borders.