Romanian Wineries Struggle With New EU Digital Labeling Rules Amid Costly Compliance Challenges

Romanian wine producers are facing significant challenges after recent changes to European Union labeling rules. The new regulations, which took effect for all wines produced or imported into the EU after December 2023, require that bottles disclose nutritional information and a full list of ingredients. While only the energy value and allergens must appear on the physical label, the rest of the information must be accessible through a QR code printed on the bottle. This digital shift is intended to give consumers easy access to detailed product information while allowing wineries to keep their label designs clean and uncluttered.

However, many Romanian wineries were caught off guard by a late clarification from the European Commission. The guidance specified that the QR code must be accompanied by wording such as “Ingredients” to indicate its purpose. By the time this clarification was issued, several producers had already printed millions of labels without the required wording. As a result, these wineries now face the costly task of reprinting labels to comply with the updated rules. The Comité Européen des Entreprises Vins (CEEV), an industry association, has warned that this situation has created legal uncertainty and could lead to significant financial losses for producers.

Wine labeling in Romania, as in much of Europe, is governed by strict regulations. Labels must include details such as product category, origin (such as DOC or IG), alcohol content, provenance, bottler information, importer details if relevant, volume, batch number, and any allergens like sulfites or milk proteins. Optional information such as vintage year or grape variety can be included under certain conditions. Even font sizes for specific details are regulated. These requirements have made wine labels both legal documents and marketing tools. But with limited space on physical labels and frequent regulatory updates, many producers see digital labeling as a practical solution.

The new EU rules require that QR codes link directly to the mandatory information without including advertising or tracking features. The information must be available in the language of the market where the wine is sold and remain accessible for as long as the bottle is in circulation. This approach aims to increase transparency for consumers across Europe, from Bucharest to Barcelona.

In contrast, U.S. regulations still require all mandatory information to appear on physical labels. The Alcohol and Tobacco Tax and Trade Bureau (TTB) mandates that each label display brand name, alcohol content, health warnings, sulfite declarations, country of origin, and other details. Every label must be approved through a Certificate of Label Approval (COLA). Some international organizations, such as the International Federation of Wines and Spirits (FIVS), have called on U.S. regulators to consider electronic labeling similar to the EU model. They argue that QR codes could reduce costs and make it easier for producers to update information about vintage changes or new regulations. While there is growing pressure from consumer groups and trade partners for reform, U.S. authorities have not yet adopted digital labeling requirements.

For Romanian wineries, adapting to these changes is both a challenge and an opportunity. Compliance with EU rules is essential for maintaining access to export markets. At the same time, some producers are using QR codes to share more detailed stories about their wines—such as vineyard locations, harvest conditions, sustainability certifications, food pairing suggestions, or customer reviews—that would not fit on a traditional label.

Smaller wineries in Romania are particularly concerned about the costs associated with reprinting labels and implementing new technology. There are also questions about whether traditional wine consumers will embrace digital features like QR codes or prefer familiar paper labels.

Globally, wine producers are experimenting with various forms of digital labeling—including QR codes, NFC chips embedded in bottles, and even augmented reality experiences accessed via smartphones. While Europe has moved ahead with legislation requiring digital access to product information, other markets are watching closely but have not yet followed suit.

Despite these technological advances, physical labels remain important for brand identity and legal compliance. Most experts believe that a dual system—combining traditional paper labels with digital e-labels—will become standard practice in the industry. For Romanian wine producers navigating these changes, finding a balance between tradition and innovation will be key as they adapt to new expectations from regulators and consumers alike.