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U-label looks to digitize EU wine & spirits labelling

Alissa Demorest
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U-label looks to digitize EU wine & spirits labelling

Set to launch in December 2021, U-label is a digital label initiative spearheaded by industry bodies CEEV (European Committee for Wine Companies) and SpiritsEUROPE. The electronic label will allow wine and spirits brands to meet EU regulations, which will be mandatory within two years, requiring each bottle to feature ingredients and calorie information.

In an effort to offer the end-consumer increased transparency when it comes to wine consumption, the European Union’s Common Agricultural Policy (CAP) is enacting regulations this fall requiring producers to list what goes into their products and their nutritional value on the packaging. Long in place for the food sector, the wine market has historically been exempted from these regulations. While upcoming regulations currently concern only wine or “aromatized” wine products, spirits brands are also coming on board.

To simplify the process for brands, industry associations CEEV and SpiritsEUROPE have partnered to develop U-label, a digital platform that provides, for a fee, the required content in real time via a QR code. The regulatory information in each label, which excludes marketing content, is automatically translated on the platform into one of 24 languages, depending on where the product is being sold. U-label also adapts the label content to any changes in regulations.

“We are proud to be able to deliver this innovative multilingual tool over two years before new labelling rules become a legal obligation for wine producers under the CAP reform,” explained CEEV Secretary General Ignacio Sánchez Recarte.

The U-label platform targets all brands selling their products in the EU, and not just those based in the European Union.

Companies can choose from among three subscription plans that include the creation and maintenance of e-labels at a cost of €250, €600 or €2500.

U-label is launching with around 16 pilot companies, including Remy Cointreau.

 

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