Survey Finds Ingredient Transparency Now Influences Wine Purchases for Majority of European Consumers

At a recent assembly in Italy, Federmosti and MUST, the national and European associations representing producers of concentrated and rectified grape must, focused on the evolving landscape of wine labeling in Europe. The meeting, managed by Bertagni Consulting srl, addressed new regulatory requirements and the increasing demand from consumers for transparency about what goes into their wine.

A key part of the discussion centered on a survey conducted by Federmosti in partnership with WineMag, an Italian wine publication. The survey found that consumers are paying closer attention to ingredients listed on wine labels, particularly additives like sucrose. The results showed that the presence or absence of such ingredients can influence purchasing decisions. The survey also revealed a broader trend across Europe: traditional wine labels, often designed for marketing rather than information, are no longer sufficient for today’s consumers. Shoppers want clear, accessible data about what they are buying.

Marco Bertagni, who serves as president of both Federmosti and MUST, said that the current physical label does not meet these new expectations. He welcomed recent European regulations requiring producers to declare certain ingredients—such as sucrose or concentrated grape must—on electronic labels. Bertagni described this as a significant step forward for transparency in the industry.

However, Bertagni warned that these advances could be undermined if producers do not make a greater effort to inform the public about the new rules. He stressed that simply making information available is not enough; consumers need to know where to find it and why it matters. Without effective communication, he said, transparency remains an unfulfilled promise.

An analysis of how wine producers communicate online—through their websites and social media—shows that most have been slow to promote the new digital labeling system. Few have launched information campaigns or provided clear guidance on how consumers can access electronic labels and understand their content.

Bertagni noted that during negotiations over the new labeling rules, some resistance came from producer groups in regions where sugar enrichment is permitted. These groups were hesitant about disclosing all ingredients. While this was expected during the rulemaking process, Bertagni said he is surprised by how few producers and trade associations across Europe are now working to raise consumer awareness about the changes.

To address this gap, Federmosti announced a new initiative in collaboration with Federconsumatori, an Italian consumer advocacy group. Together with Italy’s three main national wine federations—Federvini, Unione Italiana Vini, and Assoenologi—they plan to form a joint task force. The aim is to actively promote understanding of the new electronic labeling system among Italian consumers. This includes explaining both what information is available and how to access it digitally.

Bertagni emphasized that electronic labels are not just a technical requirement but a practical tool for empowering consumers with reliable data about their purchases. He said it is the responsibility of industry leaders to ensure people know about these tools and understand their value.

In an industry where trust depends on traceability and accurate information, Federmosti and MUST say they are committed to supporting ethical production practices and strengthening transparency between producers and consumers. They point out that according to both European law and international standards set by the International Organisation of Vine and Wine (OIV), wine must be made from grapes or grape derivatives—a principle they say should be clearly communicated as part of building a more open relationship with wine drinkers across Europe.