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A good e-label is clear, factual, and effortless to read on a phone held over a wine shelf. These practices keep your pages useful to consumers and defensible in a compliance review.
This is content guidance, not legal advice. Requirements vary by market — confirm with your compliance advisor.

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Information hierarchy

Lead with what consumers and inspectors look for first:
  1. Wine identity
  2. Producer or bottler details
  3. Alcohol content and volume
  4. Allergens
  5. Ingredients
  6. Nutrition values
  7. Origin and appellation details
  8. Optional factual production or storage details

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Writing guidelines

Do:
  • Use clear, concise, factual language
  • Keep terminology consistent — the same wine name and units as the bottle
  • Provide translations for every market you sell in
  • Match units and figures to the physical label exactly
Avoid:
  • Misleading descriptors
  • Promotional claims anywhere on the mandatory e-label page
  • Crowded content that buries allergens or nutrition
  • Unverified awards or certifications

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Mobile expectations

Customers scan bottles in shops, restaurants, and cellars. The page they land on should:
  • Load fast, even on a weak mobile connection
  • Be readable without zooming
  • Show mandatory details near the top
  • Open without any account or app
  • Work on current iOS and Android devices
Vinum’s public label pages are built this way out of the box — your job is only the content.

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Keep marketing separate

The mandatory e-label page must stay neutral. Put these on your own website or a separate QR code instead:
  • Winery history and storytelling
  • Awards and accolades
  • Food pairing recipes and tasting videos
  • Loyalty programs and discounts
  • Social media prompts
  • Direct sales campaigns
If you want both a compliance page and a marketing page, use two clearly separate links or QR codes. Mixing them risks making the mandatory page non-compliant.