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The new wine labelling rules.
Transparency isn't just for other people...
We often forget it, but wine is also a food product... As such, from 8 December 2023, it will have to indicate its composition and nutritional value. The derogation from which it has benefited for decades has finally succumbed to the European Commission's drive for standardisation.
In formal terms, the amount of information to be added to the label, which already contains eight compulsory items, is unmanageable. This is why the use of a QR code is authorised as an alternative measure. Only the nutritional value expressed in kilojoules/100ml or by the nutriscore «E» symbol will have to be shown on the paper label.
Is this obligation a new constraint for producers who are already swamped with formalities, or an opportunity to regain the confidence of buyers?
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Pissing off the winemaker*, reassuring the consumer...
The first ingredient in a wine is, of course, the grape. But there are also the additives (stabilisers, acidity regulators, preservatives, etc.), all of which are unclear and not conducive to the transparency demanded by the majority of consumers today. Winegrowers are worried about this revolution for two reasons. Firstly, they are the ones who are going to bear the cost of this new constraint. Secondly, will the sudden revelation of barbaric chemical terms (E330, E334, etc.) dampen the spirits of the finally enlightened buyer?
The agency Wine intelligence conducted a survey in 10 countries. A majority of those polled said they wanted to continue to buy a wine they liked, even if it contained additives. On the other hand, they showed a great ignorance of the role of additives in wine. As a result, pointing out their function rather than mentioning them without explanation reassures customers and does not seem to discourage their purchase, on the contrary.
The wine industry, forced to be transparent and educational, can regain the trust of customers who are ultimately unfamiliar with the product. Explain, reassure, and move on...
*the flowery language of winegrowers has not yet been regulated by the EU
Find all the wine labelling rules at DGCCRF website
Arnaud Heckmann
Trainer Bachelor, M1 & M2
Author: World history of French wine
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