Wine packaging has more regulatory and behavioural trends influencing it than ever before. From existing stipulations on EU wine labelling, to the incoming Digital Product Passports (DPPs) and GS1 Sunrise, on top of the consumer demands that underpin them all - it’s easy to see the challenges presented to wine brands.

As always, however, with challenges come opportunities. We believe all of these external forces should be driving wine brands towards connected packaging. By integrating digital technologies like QR codes and NFC tags into their products and packaging – they have a new chance to create engaging consumer experiences that drive first party data, as well as fulfilling their regulatory demands. Here's how we think scaled connected packaging, driven by platforms like io.tt, can help.

EU Packaging and Labelling Regulations: What’s Already In Place

Under EU regulation 2021/2117, as of December 8, 2023, all wines sold in the EU must provide more transparency to consumers including detailed information on ingredients and nutritional content. Whilst some information must be delivered on the label itself (such as allergens), other other details - like energy content, sugar levels, acidity, and additives - can be provided electronically using QR codes or NFC tags. So what does this mean for wineries:

• Physical label constraints are no longer a barrier - QR codes let brands provide extensive product details without cluttering packaging.

• The key information is more transparent than ever - consumers get instant access to real-time information with a smartphone scan, ensuring transparency.

• Wineries can update information dynamically - rather than being stuck with outdated printed labels or organised recalls.

Whilst the regulation stipulates that the QR delivery of this regulatory information cannot track or store customer data and cannot contain marketing, it does save you more space on the label for an engaging secondary QR code with a call to action such as ‘Discover more about our vineyard’ - where you can create another experience specifically for consumer engagement and first party data.

How Connected Packaging Drives Increased Consumer Engagement

Today’s consumers are looking for more than just a product to be consumed - they expect an experience if you want them to stay loyal. By implementing QR codes and NFC tags, wineries can create interactive packaging that offers valuable content that informs, engages, and incentivises the consumer, including:

• Product Origins & Sustainability – share vineyard stories, farming practices, and carbon footprint details. According to a 2023 study by Wine Intelligence, over 73% of wine drinkers prefer brands that provide transparency and authenticity. Connected packaging helps meet this demand.

• Tasting Notes & Pairings – offer food pairing suggestions and expert tasting guides and deliver it to them dynamically based on the product they’ve bought, and where and when they’ve bought it ( platforms like io.tt allow you to do this with dynamic codes).

• Behind-the-Scenes Content – provide videos from winemakers, virtual vineyard tours, or exclusive releases that require consumers to give you their first party data.

• Loyalty & Rewards - encourage repeat purchases with digital coupons or wine club memberships – and use this usage data to recommend further products.

Case Study: Rabble Wine’s AR World

Wine producer Rabble Wines used an AR-driven story to deliver an immersive experience about the consequences of ignoring Mother Nature. Delivered at the point of sale, consumers could explore education experiences and promote local causes as well as join the Rabble Community. Read more here.

Case Study: Böen Virtual Wine Assistant

Böen wanted to engage its audience in an authentic way that would elevate the experience of their wine. The solution was to create the ‘Ask Joe’ Virtual Wine Assistant. Simply by scanning the QR code located on the bottleneck of a Böen bottle of wine the application was launched, inviting consumers to ‘Ask Joe’ questions about their wine and heighten their experience - just like a real-world sommelier. Read more here.

Authentication: Fighting Counterfeit Wines with QR & NFC

Fake wine and spirits cost the global drinks industry €2.7bn (US$3.18bn) in direct sales across the EU every year, according to a report from the European Union Intellectual Property Office (EUIPO). Using a globally scalable ID management platform with QR codes and NFC helps to eliminate counterfeit threats and reassure customers by:

• Product Authentication - unique digital identifiers embedded in packaging allow consumers and brands to verify product authenticity instantly, either through NFC tags or QR codes.

• Supply Chain Transparency - connected packaging enables tracking of products throughout the supply chain, ensuring transparency and enabling the brand to flag potential hotbeds of counterfeit actviity.

• Digital Product Passports (DPPs) - implementing DPPs provide a comprehensive digital record of a product’s lifecycle, from the vineyard to purchase.

GS1 Sunrise and Digital Link: Standardising QR Codes in the Wine Industry and beyond

GS1 is the global standards body for barcode technology. GS1 Sunrise is an initiative to move the global supply chain towards two-dimensional (2D) barcodes (QR codes) that can carry more information - meaning by 2027, GS1 are targeting for all barcodes to be able to be scanned both by POS’ and consumers on their phone. The shift has already begun with the new technology being tested in 48 countries across the world, representing 88% of the world’s GDP.

The GS1 Digital Link standard enables QR codes to act as universal digital identities for products. Ensuring you use an ID management platform that is GS1 compliant is important as we move towards Sunrise so you can drive consistency across your portfolio, adhering to the highest standards when it comes to interoperability across the supply chain and for consumers. By adopting GS1 Digital Link, wineries can:

✅ Ensure global consistency in product information.

✅ Support multi-use QR codes – not just product information, but also competitions, brand stories etc. (only on the secondary QR code).

✅ Reduce label clutter while improving data access.

✅ Link to multiple experiences from a single QR code (e.g., regulatory info, product storytelling, loyalty programs).

Read more about why GS1 Sunrise and GS1 Digital Link are important.

Digital Product Passports (DPPs) and the Future of Wine Transparency

A Digital Product Passport (DPP) is a digital record of a product’s lifecycle, detailing origins, sustainability, production processes, and recycling information. DPPs are becoming mandatory across different consumer goods sectors under the Ecodesign for Sustainable Product Regulation (ESPR). DPPs will be applicable to nearly all products sold within the EU, with a phased implementation, but all product sectors should be compliant by 2030.

A DPP can benefit the Wine Industry in a number of ways, including:

• Meeting EU sustainability regulations (expected to be mandatory by 2030).

• Allowing consumers to track a wine bottle’s journey from vineyard to table.

• Supporting circular economy efforts by showing recyclability and carbon impact.

• Helping consumers make more informed and sustainable choices.

Find out more on Digital Product Passports:

Winery’s Roadmap for Adopting Connected Packaging

1. Consult Industry Experts: Engage with professionals to assess how connected packaging can align with your wine brand's goals and regulatory requirements. 

2. Select an ID Management Platform: Choose a platform that facilitates the creation and management of serialised and dynamic digital IDs that are industry compliant.

3. Ensure GS1 Compliance: Adopt GS1 standards to maintain consistency and interoperability across the supply chain (read our checklist here).

4. Create a DPP Experience: Ensure you have the required information necessary to account for every step of your supply chain, and can provide it in an engaging way.

5. Implement Authentication Triggers: Integrate QR codes, NFC tags, or blockchain solutions to enable consumers to verify product authenticity at point of sale and protect your brand.

6. Develop Engaging Digital Experiences: Create interactive experiences that resonate with your target audience, whilst helping to deliver your business objectives.

7. Collect and Analyse Consumer Data: Utilise connected packaging to gather post-purchase usage data, such as where and when they're scanning, and use this data in your marketing.

8. Monitor and Iterate: Continuously assess the effectiveness of connected packaging initiatives and refine approaches based on consumer feedback and technological advancements. 

For wine companies, connected packaging is no longer optional - it’s a strategic necessity. With new EU regulations, rising consumer demand for transparency, and growing counterfeiting risks, QR codes, NFC, and Digital Product Passports are must-have tools.

If you're a wine brand looking for help with your regulatory compliance and consumer engagement - get in touch and we can talk you through our platform io.tt or even start you on a free trial.