Wine & Spirits sectors launch ground-breaking digital labelling
First practical sector wide application of e-labelling in Europe, a leading example of successful efforts towards more transparency
Today marks the launch of U-LABEL, a consumer-friendly e-label platform that will enable consumers across Europe to access information via QR code technology about the wine and spirits products they purchase, in their own language. U-LABEL is an innovation made possible through a unique collaboration between CEEV and SpiritsEUROPE.
Photo by AESOP. Wines on Unsplash
“This platform responds to consumer demand for more information. Empowering consumers to make healthy food choices, including as regards alcoholic beverages is one of the key objectives of the Commission. We will all need to work together towards a new and harmonised frame for the labelling of all alcoholic beverages” said Claire Bury, Deputy Director General in DG SANTE at the European Commission.
The platform allows any wine or spirit company, small or large, to give EU consumers relevant, standardised and detailed product information – such as list of ingredients, nutrition information, responsible drinking guidelines and information about sustainability.
“Today’s consumers expect more transparency on the products they consume, and digital labelling can respond to this demand by boosting the information that companies share with their consumers, without changing the appearance of the packaging”, said Jean-Marie Barillère, President of CEEV.
For the first time ever in the food sector, the Common Agricultural Policy legal framework will authorise wines to communicate mandatory information through e-labels. “We decided to create U-LABEL to offer all wine and spirits companies an affordable turnkey solution to embark on this digital journey. 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.” added Ignacio Sánchez Recarte, CEEV Secretary General.
With fifteen companies participating in the pilot phase, the standardized U-LABEL system will be thoroughly tested. This successful collaboration with companies from various countries and sizes allowed U-LABEL to stick as close as possible to the true needs of today's wine and spirits companies and consumers.
“The European spirits industry already committed to providing energy information on label and ingredient information online in its 2019 MoU on Consumer Information, and we are meeting the targets we set then”, said Ulrich Adam, SpiritsEUROPE Director General, “Consumers want comprehensive information at their digital fingertips. This is what we are providing voluntary through U-LABEL. We call on the European Commission to follow suit and set standards for digital labelling across product types, not to substitute but to complement on-pack information with what consumers are looking for.”
Following today’s launch event, U-LABEL will be opened to all wine and spirits companies from 1st November 2021.
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