EU Rules Require Wine Packaging to Show Manufacturer Details

European Union rules on packaging and packaging waste are forcing new questions for the wine industry, with producers in Italy and across the bloc facing fresh requirements on what must appear on bottles and other packaging and how that information can be provided.

The change comes under the EU’s Packaging and Packaging Waste Regulation, known as PPWR and published as Regulation (EU) 2025/40. As outlined in reporting by Italian food and wine outlet Gambero Rosso, the measure will require wine packaging to identify the manufacturer and provide contact details, either directly on the package or through a digital tool such as a QR code or similar support. That means wineries and bottlers may have to review both physical labels and digital information systems to make sure they comply.

The issue is not limited to the bottle itself. The regulation deals more broadly with packaging and packaging waste, so the impact can extend to cartons, transport materials, and other parts of the supply chain. For wine companies, that creates a practical challenge because the sector already works under a dense set of labeling rules tied to origin, alcohol content, lot identification, health information, and, in many cases, digital disclosures that were added in recent years. Any new obligation to show the manufacturer and contact details has to fit into that already crowded framework.

One of the main unresolved points is that not all of the operating details are settled. Gambero Rosso reported that implementing acts and official clarifications are still missing. That leaves companies with a clear signal on the direction of travel but without the full technical guidance many will want before redesigning labels, rewriting packaging specifications, or changing production lines. In practice, producers may know that new information must be available, but they may still be waiting for Brussels to define exactly how that duty will work in every case.

That uncertainty matters because compliance in the wine business often runs on long lead times. Labels are printed well in advance, bottles are ordered in large volumes, and products may stay in cellars, warehouses, or export channels for months. A rule that appears narrow on paper can create real costs once it reaches printing houses, bottling plants, distributors, and retailers. For smaller wineries, especially those with limited staff and several export markets, even a modest packaging change can mean legal checks, artwork revisions, and new coordination with suppliers.

The use of QR codes or other digital supports could ease some of that pressure by reducing the amount of text that must be placed directly on the bottle. But that route also raises practical questions. Companies will need to make sure digital links remain active, accurate, and accessible for the life of the product. They may also have to decide how much information should still appear in print for consumers, inspectors, and trade buyers who expect to find key details immediately on the package.

The measure has wider relevance beyond wine. Beverage companies that sell beer, spirits, cider, or nonalcoholic drinks in bottles or other packaged formats may also need to review how they present manufacturer information and how digital labeling tools fit with packaging law. Even where the direct legal effects differ by product type, the broader shift toward traceability, packaging accountability, and digital information is likely to push much of the drinks industry to recheck labels, shipping boxes, and compliance systems.

For Italy, the issue carries added weight because wine remains one of the country’s best-known export sectors, and packaging is part of both product identity and commercial value. Italian producers often sell across many EU markets and beyond, which means any change in mandatory information can affect domestic sales, exports, and relations with importers. A harmonized EU framework could eventually simplify some cross-border requirements, but in the short term businesses may face a transition period marked by legal uncertainty and operational adjustments.

Trade operators are now watching for the next steps from EU institutions. Until the missing implementing acts arrive, producers and bottlers can prepare only in part. Many are likely to begin mapping what information already appears on bottles and outer packaging, what may need to move to digital channels, and where new contact details must be added. The rule is already shaping compliance planning, even before the final technical guidance is in place.