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Good wine labels tell a story. They communicate where the grapes come from, how the wine was aged, and what makes the vineyard special.
But designing a label isn’t just about storytelling and creativity – it’s also about meeting specific legal requirements. So, what exactly should go on a wine label? Let’s break it down.
What every wine label needs
There are a few essentials every Australian wine label must include by law. Here’s a breakdown of what’s required.
Producer’s name and address
Your wine label must clearly display the name of the producer and their physical address in Australia. This means no P.O. boxes – only a valid, physical location is accepted. This ensures transparency and traceability, allowing consumers to know exactly where the product originates. It also adds an extra point of contact for any potential inquiries or concerns.
Alcohol content
The alcohol content must be stated as a percentage, such as “13.5% alc/vol,” for any wine containing more than 0.5% alcohol by volume. This information is necessary for both regulatory purposes and consumer decision-making, as it helps buyers understand the strength of the wine they’re purchasing. The percentage must be accurate within specific tolerances set by Australian law, ensuring that consumers have reliable information about their purchase.
Standard drinks
Every wine label must indicate the number of standard drinks contained in the bottle. For example, “Contains approximately 7.7 standard drinks.” This helps consumers gauge the alcohol content of the wine in relation to the recommended intake guidelines, and serves as a useful tool for responsible consumption.
Country of origin
It’s important to declare the wine’s origin, such as ‘Product of Australia’ or ‘Wine of Australia.’ This declaration reassures consumers about where the wine is produced and can influence purchasing decisions, especially for buyers looking to support local producers or interested in the specific qualities of wines from different regions.
Note: The phrase ‘Product of Australia’ is used when 100% of the ingredients and manufacturing of the wine are from Australia, whereas ‘Wine of Australia’ is typically used when the grapes are sourced from different regions. The latter still indicates that the wine comes from Australia, but doesn’t necessarily guarantee that every element (such as 100% of the grape) is from the same Australian location.
Allergen statements and sulfite declaration
Allergens, such as sulfites, egg or milk, must be clearly stated on the label. For example, “Contains sulfites” or “Produced with egg whites.” If your wine contains more than 10 parts per million of sulfur dioxide, this must also be declared, even if no additional sulfites were added. These allergen warnings are vital for ensuring the safety of consumers who may have allergies or sensitivities.
Lot identification
Typically, lot identification is displayed as an alpha-numeric code that helps identify the batch or lot from which the wine was produced. This is a mandatory requirement that aids in traceability, especially in the event of a product recall. In case of quality control issues or contamination, lot identification ensures that only the affected products are recalled.
Pregnancy warning
For all wines containing more than 1.15% alcohol by volume, a pregnancy warning is required by law. This must include a standard pictogram along with a text warning about the risks of consuming alcohol during pregnancy.
One to watch: Container deposit schemes
Certain Australian states, including South Australia, Queensland, and New South Wales, have implemented container deposit schemes to encourage recycling.
As of 1 November 2023, the Queensland Container Refund Scheme has been expanded to include wine bottles, making them eligible for a 10-cent refund. Beverage manufacturers – including wine producers, importers and distributors – must now comply with new requirements if they sell wine in Queensland.
By 1 November 2027, all eligible beverage products sold in Queensland, including wine, must feature a refund mark and a barcode. While there are no specific words mandated for the refund mark, “10c Refund at Collection Depots/Points in Participating State/Territory of Purchase” is the most commonly used phrasing. The mark must be clearly legible and appropriately sized for the container.
Beverage manufacturers should plan ahead to ensure their labels comply with these regulations before the 2027 deadline.
The optional, but important details
Beyond the legal requirements, some extra information can elevate your wine label and connect more deeply with consumers. These elements will add a little character to your wine and help it stand out.
Vintage (year)
Highlighting the harvest year is a common practice, as it often indicates quality and helps wine enthusiasts choose based on their preferred vintage.
Varietal type
Whether it’s a Shiraz, Chardonnay or Sauvignon Blanc, customers want to know the grape variety. Make sure the label indicates what’s inside. (This might seem obvious, but you’d be surprised which details people forget to include.)
Appellation (region)
Where were the grapes grown? Naming the region, such as Barossa Valley or Margaret River, can tell customers a lot about the wine’s flavour profile and quality.
A fun name!
Many wineries give their wines creative names to help them stand out. For instance, “Wandering Fox Shiraz” adds personality to a bottle and makes it more memorable.
Flavour notes and pairing suggestions
Adding notes about the wine’s flavour profile and ideal food pairings can help guide customers who might not be familiar with your product
Don’t forget the rules!
It’s important to remember that wine labelling in Australia is governed by a range of legislation, including the Wine Australia Act 2013 and the Food Standards Code. This ensures that everything on the label accurately reflects the quality and origin of the wine.
“While wine labels are a creative way to tell your story, they’re also bound by strict regulations to ensure transparency and quality,” explains Stuart Morse, General Manager at Dial A Label. “The challenge is balancing creativity with compliance, and that’s where expert guidance comes in.”
Make your wine labels stand out with Dial A Label
Looking for custom wine labels? At DAL, we combine over 30 years of experience, cutting-edge printing technology, and high-quality materials to create custom wine labels that make your brand stand out. Whether you need to incorporate new regulations like container deposit schemes or simply want to refresh your label design, we’re here to help with tailored solutions and next-day delivery. Contact us today.
