The back label is the part of the bottle where almost all mandatory information goes: product designation, alcohol content, volume, bottler, lot number, allergens and—as of December 8, 2023—also ingredients and a nutrition declaration.
This latest change has transformed the work of label designers. There is more information to fit, but the space on the bottle has stayed the same. Knowing what to write is no longer enough: you also need to know how much space it requires and how to lay it out so it remains legible.
This guide covers both, from the perspective of a label printer.
| At a glance | |
|---|---|
| What it includes | Product designation, alcohol content, volume, bottler, origin, lot number, allergens, ingredients, nutrition information |
| New since 2023 | Ingredients and nutrition declaration are mandatory (Regulation (EU) 2021/2117) |
| Key requirement | Mandatory particulars must appear in the same field of vision and be legible without turning the bottle |
| Minimum type size | 1.2 mm x-height (0.9 mm when the largest surface is under 80 cm²) |
| Permitted shortcut | QR code (e-label) for ingredients and the full nutrition declaration |
| Can never move online | Allergens: they must always remain on the physical label |
What a wine back label must include
As a general rule, the mandatory particulars for wine intended for the EU market are:
- Product designation — the product category or the PDO/PGI designation (Chianti, Barbera d’Asti, and so on)
- Actual alcoholic strength by volume — the alcohol content, in % vol
- Nominal volume — the capacity, in liters, centiliters or milliliters
- Bottler — name or business name and the municipality where it is based
- Origin — the country or area of production
- Lot number — for batch traceability
- Allergens — typically “contains sulfites,” which is mandatory when sulfur dioxide exceeds 10 mg/L. Any egg and milk derivatives used in winemaking must also be declared
- List of ingredients — mandatory since December 8, 2023
- Nutrition declaration — mandatory since the same date
- Environmental labeling information for the packaging — the material codes for each separable component (bottle, cork or cap, capsule, label)
Some types require additional specific information, such as sugar content for sparkling wines, the vintage and grape variety when declared, and traditional terms for PDO and PGI wines.
Rules change over time and vary by product type and destination market. This is a practical printing guide, not legal advice: before production, always verify the current requirements that apply to your wine or consult a qualified advisor.
Front or back? The same-field-of-vision rule
This is the detail that determines the layout, yet almost no one explains it.
The regulations do not refer to a “back label.” They refer to mandatory particulars that must appear on the container in the same field of vision, meaning they must be legible simultaneously without having to turn the bottle. The lot number is the only item that may appear elsewhere.
There are two practical consequences, and both matter:
- You cannot distribute the mandatory particulars between the front and back however you like. The mandatory block must stay together. In practice, almost everyone places it on the back and leaves the wine name and design on the front—but that is a stylistic choice, not a legal requirement.
- The nutrition declaration and ingredients are part of that block. They are not an appendix to tuck away in a corner: they must be in the same field of vision as the other particulars.
This is precisely why back labels have become more crowded since 2023—and why the e-label has become the most widely used solution.
The e-label QR code: what can move online and what cannot
The rules allow you to reduce the amount of information on the physical label by moving some of it to a web page reached through a QR code printed on the bottle. This is known as an e-label.
What you can move online:
- the complete list of ingredients
- the full nutrition declaration (fat, of which saturates; carbohydrate, of which sugars; protein; salt)
What must always remain on the physical label:
- allergens — “contains sulfites” and any egg or milk derivatives cannot be moved online under any circumstances
- the energy value, which may, however, be shown in an abbreviated form using the symbol E
- all other mandatory particulars
Three requirements for the destination page are worth knowing before you build it:
- no marketing. The page reached through the QR code must be neutral and limited to the mandatory information. It cannot contain advertising or promotional messages
- no data collection. It must not track or profile visitors
- it must remain accessible over time, throughout the product’s commercial life
The QR code must actually work
Here is a detail you only discover in print: a QR code that is too small or printed on heavily textured paper is difficult to scan. A QR code that cannot be scanned means required information is effectively unavailable.
Based on our experience, we recommend not going below 3×3 cm on a label, leaving a white quiet zone of at least four modules around the code, and maintaining strong contrast between the code and its background. On highly textured papers such as laid or Kraft paper, always test scanning on the actual print rather than on a screen. We cover this in more detail in our guide to the minimum size of a QR code, and if you need a ready-made solution, you can find QR code stickers in the catalog.
How much space you need: minimum type size
Mandatory particulars must be printed in indelible, clearly legible type. The technical reference is the x-height—the height of a lowercase letter without ascenders, not the font’s nominal point size:
- at least 1.2 mm x-height
- at least 0.9 mm if the packaging’s largest surface is smaller than 80 cm²
It may seem like a minor detail, but this is the constraint that determines the label size. Depending on the typeface, a 1.2 mm x-height corresponds to approximately 6–7 points: many fonts are already at the limit of legibility at that size, and some—those with a small x-height, such as several traditional serif faces—must be set larger to meet the same measurement.
The practical rule: do not choose a label size and then try to squeeze the text into it. Do the opposite. Count the mandatory particulars, lay them out at the minimum type size, measure the space they occupy and choose the format from there.
In most cases, a back label that must contain the entire mandatory block without an e-label fits comfortably at around 10×10 cm or 12×12 cm. With a QR code reducing the space needed for ingredients and nutrition information, you can comfortably use smaller formats such as 8×8 or 10×7 cm.
To compare these formats with front labels and labels for other bottles, see our guide to label sizes.
How to lay out a back label: 6 practical rules
- Group the mandatory particulars into a single block. They must be in the same field of vision, so treat them as one graphic element rather than scattered pieces of text.
- Create a clear hierarchy. Make the product designation and alcohol content more prominent, then arrange everything else in reading order. A block set entirely in the same weight may technically comply with the rules, but in practice it is illegible.
- Choose a typeface with a generous x-height. At the same point size, it is much easier to read and saves real space.
- Do not go below 60–70% contrast between the text and background. Light gray text on ivory paper looks elegant on screen and disappears on the shelf.
- Consider the color of the glass. On a green or dark bottle, clear or thin paper allows the background to show through and drastically reduces contrast. If the design is delicate, an opaque material is a better choice.
- Give the margins room to breathe. Leave at least 3–4 mm from the cut line: mandatory text that is cut off or too close to the die line is a serious problem, not an aesthetic one.
Which material to choose for the back label
The back can use the same material as the front—the most common choice for consistency—or a different one selected for legibility.
- Laid paper — the classic wine-label stock, with an elegant texture and a traditional winery look. It is beautiful, but its texture needs careful consideration with very small text and QR codes.
- Brown Kraft paper — ideal for natural and artisanal wines. The same warning applies to contrast: the dark background reduces the legibility of minimum-size type.
- Coated paper — the most neutral option and the sharpest for text. If the back is densely packed with information, this is the safest choice.
- Glossy gold paper — for reserve wines and premium lines. For contrast reasons, it is better suited to the front than the back.
- White or clear polyester — resistant to moisture and refrigeration: the right choice for bottles that will go into an ice bucket or cold room.
One combination that works well is laid or Kraft paper on the front for appearance and coated paper on the back for legibility. The two sides do not have to use the same material. The same principle applies if you are choosing between general-purpose bottle labels and liquor labels, where the mandatory text is often even denser.
Optional information worth adding
Once the mandatory block is complete, the remaining space is what sells the wine. The most useful additions are:
- Grape varieties and vintage, if they are not already on the front
- Brief tasting notes—consumers really do read them
- Food pairings and serving temperature
- One line about the winery or vineyard—the detail most likely to turn an anonymous bottle into someone’s choice
- A responsible-drinking message
A practical tip: the temptation is to fill every millimeter. But a back label with three well-written lines and plenty of white space around them will be read; a wall of text will be ignored. Empty space is a design choice, not a waste.
How to print your wine back label
On StickyAttack, you can configure your label online: choose the material, shape, size and quantity, upload your file, and see the price update in real time. Start on the page where you can print your wine back label.
- Materials: 8 options, with laid paper recommended for wine
- Shapes: custom shape, square, rectangle, rounded corners, round, oval
- Sizes: from 3×3 cm to 12×12 cm, or a custom width × height
- Quantities: from 50 to 5,000 pieces
- Price: from €30.35 including VAT
- Delivery: production in 2–3 business days, with free shipping in 24–48 hours
Before printing, you always receive a free preview by email or WhatsApp, and production begins only after you approve it. On a label packed with mandatory text, this is the step that matters most: it is where you notice type that is too small or a QR code that is too compressed, while corrections still cost nothing.
If the file needs to be laid out or adapted to the format, our graphic design team will handle it at no additional cost. We help you organize the information clearly and legibly—but verifying which particulars are mandatory for your wine remains your responsibility or your advisor’s. You can find every option in the custom labels section.
Frequently asked questions
What must a wine back label include? As a general rule: product designation, actual alcoholic strength, nominal volume, bottler, origin, lot number, allergens (“contains sulfites”), list of ingredients and nutrition declaration. Ingredients and nutrition information are mandatory for wines produced from December 8, 2023 onward.
Must all mandatory information appear on the back? No. The rules require mandatory particulars to appear in the same field of vision, legible without turning the bottle—not specifically on the back. The lot number is the only item that may appear elsewhere. In practice, almost everyone puts the entire block on the back to keep the front uncluttered.
Can I put ingredients and nutrition information in a QR code? Yes. The rules allow the complete list of ingredients and the full nutrition declaration to be provided electronically through a QR code. Allergens must always remain on the physical label, however, and the energy value must appear on the label, even if abbreviated with the symbol E.
How large must the type be on a wine label? The x-height must be at least 1.2 mm, reduced to 0.9 mm if the packaging’s largest surface is smaller than 80 cm². This corresponds roughly to 6–7 points, but it varies considerably depending on the typeface.
What size should a wine back label be? It depends on how much information it needs to contain. With the entire mandatory block printed and no e-label, formats around 10×10 or 12×12 cm provide enough room. Using a QR code for ingredients and nutrition information makes it possible to use smaller formats such as 8×8 or 10×7 cm.
Can the QR code page contain advertising? No. The page reached through the e-label QR code must be limited to mandatory information, with no promotional content and no collection or profiling of visitor data.
