September 20, 2023

Australia Wine Label Requirements

Wine labels in Australia are much more than just eye-catching designs and catchy names; they serve as critical communication tools, providing consumers with essential information about the wine they are about to enjoy. From the type of grape and region of origin to the vintage and producer, these labels act as a wine’s identity card. 

But this identity card doesn’t just come out of creative whim; it’s heavily regulated. Extensive Australian legislation ensures that consumers receive truthful and necessary information about the wines they purchase. This article delves into the Australian labelling requirements for wine and custom wine packaging, and provides an overview of the regulatory frameworks that govern these wine labels, ensuring authenticity and transparency.

Legislative Framework for Wine Labels

Before reviewing Australia’s wine labelling requirements, it’s important to understand the complex web of legislation by which the industry is regulated. Below are the policies that most impact Australian wine and custom wine packaging labelling today. 

  1. Wine Australia Act 2013: Governs the wine sector’s integrity and marketing. Establishes the Wine Australia Corporation, responsible for managing wine labelling, production, and sales. Ensures label claims, like geographic indications, are authentic.
  2. Wine Australia Regulations 2018: Complements the 2013 Act, detailing specific labeling requirements, especially for export, ensuring wines meet set standards and provide accurate consumer information.
  3. Australia New Zealand Food Standards Code: Outlines labelling and packaging requirements for food and beverages, including wine. Highlights mandatory labels, ingredient lists, and health claims, with a focus on allergens for wines.
  4. National Measurement Act 1960: Ensures accurate representation of wine volumes in bottles by standardising measurements.
  5. National Trade Measurement Regulations 2009: Works alongside the 1960 Act to detail measurement requirements for goods, including wine, guaranteeing consumers receive the correct quantity.
  6. Competition and Consumer Act 2010: Promotes fair trade and protects consumers from misleading wine labels.
  7. State Food Acts: State-specific laws ensuring wines, whether imported or local, are safe and meet regional standards.

Mandatory Labelling Requirements for Australian Wines

  • Name of the Food (Standard 1.2.2–2):

Definition and Examples: The name of the food should clearly depict the nature of the food. For wines, this would include terms like “Chardonnay”, “Merlot”, or “Shiraz”. For blended wines, the predominant variety often precedes the secondary variety, e.g., “Cabernet Merlot”.

Definition of Wine Products and Recommended Labelling Practices: ‘Wine’ is derived from the fermentation of grapes. Products like “sparkling wine” or “dessert wine” should be labelled as such to distinguish them from traditional wine.

  • Lot Identification (Standard 1.2.2–3):

Purpose: Lot identifiers help trace the product back to its batch or production run, aiding in recalls or quality control.

Typical Formats: In Australia, the lot identifier might be a production date, a specific batch number, or even a combination of both.

  • Name and Address of Supplier (Standard 1.2.2–4):

Details Required: Wine labels must display the business name and address of the manufacturer, packer, or vendor in Australia.

National Trade Measurement Regulations: This ties into accurate representation of product details to ensure consumer rights are protected.

Geographical Indications: When using geographical names, like “Barossa” or “Margaret River”, it should truthfully represent where the wine grapes were grown.

  • Mandatory Advisory Statements (Standard 1.2.3–4):

Explanation of Allergens: Wines may contain potential allergens, such as traces of egg or milk from the fining process.

2021 Amendment: This amendment stresses clearer allergen labelling, making it mandatory for wine producers to explicitly list these potential allergens.

Transition and Stock-in-Trade Periods: Allowance periods exist for products already in the market or in production before the allergen labelling becomes mandatory.

  • Statement of Alcohol Content (Standard 2.7.1–3):

Requirements: Wines must display their alcohol content as a percentage of the total volume.

Tolerances for Accuracy: Minor deviations are allowed, but they should be within accepted tolerances set by the legislation.

  • Standard Drink Statement (Standard 2.7.1–4):

Definition: A standard drink contains 10 grams of alcohol, helping consumers understand and manage their intake.

How to Calculate: It’s determined by the volume of the beverage (in liters) multiplied by its alcoholic strength (as a percentage) multiplied by 0.789. For example, a 750ml bottle of wine at 13% alcohol contains approximately 7.7 standard drinks.

  • Pregnancy Warning Labels (Standard 2.7.1–8):

2020 Amendment: Introduced mandatory pregnancy warning labels, to inform consumers about the risks of alcohol consumption during pregnancy.

Transition Period and Size Requirements: Producers had a phase-in period, and the label must be of a size that is legible and clearly visible.

  • Country of Origin Statement (CCA ss 24–25):


Explanation: Managed by the ACCC, this ensures consumers know the origins of their product.


“Grown” means all significant ingredients are grown in that country.

“Made” refers to major processing happening in that country, changing the nature of the ingredients.

“Produced” is a broader term that can encompass both grown and made.

Specifics for Multi-country Grapes: If a wine is produced using grapes from multiple countries, this should be indicated on the label, e.g., “Produced using Australian and New Zealand grapes”.

  • Volume Statement (National Trade Measurement Regulations):

Requirements and Exemptions: All wines should clearly state their volume (in ml or L), with only a few exceptions for very small or unique packaging.

Placement, Legibility, and Size: This statement should be conspicuous, easily legible, and in a font size that’s readable.

  • Legibility (Standard 1.2.1–24):

Wine labels should be clear, legible, and preferably in English to ensure all consumers can understand the information.

  • Date Marking (Standard 1.2.5):

While many wines improve with age, it’s still essential to know the bottling date. The “best-before-date” can help consumers understand when the wine might be at its peak for consumption.

All told, the detailed regulations for wine labelling in Australia ensure that consumers have all the necessary information to make informed choices. The transparency provided by these guidelines also bolsters the reputation of the Australian wine industry on the global stage.

Crafting Luxury Wine Labels: Your Brand’s Story, Our Expertise

At Myerton Packaging, we specialise in producing exquisite custom wine labels that not only tell your brand’s unique story but also infuse a sense of opulence into your products. Our mastery of the craft allows us to tailor labels to your exact needs while offering expert suggestions to elevate your brand. Collaborating closely with our clients, we take immense pride in being part of their journey to success.

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Premium Wine Lables

Source: Myerton Packaging

Beyond Wine Labels: Premium Custom Label Solutions

While wine labels are our forte, Myerton Packaging extends its expertise to a wide array of industries. From retail and gourmet foods to beverages, bakeries, and skincare, our experience runs deep. We excel in crafting custom labels that align with your precise specifications, delivering personalized brand messages that resonate with your audience. Plus, we sweeten the deal with complimentary shipping to major metro areas across Adelaide, Brisbane, Melbourne, Perth, and Sydney.

Add Sustainability to Superior Labeling: Our Eco-Friendly Commitment

At Myerton Packaging, we don’t just stop at premium labels; we’re champions of sustainability. We’re dedicated to sourcing the planet’s most eco-conscious materials and transforming them into labels and stickers. Our diverse range includes biodegradable labels, Forest Film™ labels, and recycled labels, offering businesses the option to embrace sustainable packaging while maintaining a high standard of quality or aesthetics.

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