Brindo, the GS1-Italy Servizi QR code for wine labelling

Brindo wine labeling

GS1-Italy Servizi presents Brindo, a QR code consistent with international information standards to integrate wine labels with an e-label compliant with the new dictates introduced with Regulation (EU) 2021/2117.

The new European rules will apply in the single market from 8 December 2033, despite the clumsy attempts of the European Commission and the Italian agriculture minister to postpone their application (1,2,3).

1) Brindo, the QR code of
GS1-Italy Services for wine labeling

Brindo is the solution developed by GS1-Italy Servizi to help wine companies and retailers comply with the new labeling requirements for wine products. (4) The system is based on a QR code, to be applied on the physical label of the product, which:

– allows consumers and operators to instantly access a vast range of information, both mandatory and voluntary,

– applies the unique global communication standard GS1 Digital Link, which integrates the code already referred to as the criterion to which the QR codes are referred, (5)

– can be integrated with a traceability system guaranteed via public blockchain, particularly useful for export purposes (i.e Wise Chain),

– records and stores information relating to individual products on a portal specifically dedicated to this purpose, with continuous assistance, under the responsibility of GS1-Italy Servizi.

2) E-label of wines, what news?

The e-label of the wines, as required by Regulation (EU) 2021/2117, must report in distinct sections:

– mandatory information on the composition (list of ingredients, including enrichment substances, and additives) as well as nutritional values ​​per 100 ml of product,

– recycling codes for packaging materials (environmental labelling), (6)

– optional information relating to the product (eg ideal serving temperature, recommended food pairings) and the company (eg vines, terroir, certifications, commercial offers).

3) Is a simple link enough?

The rules European refers generically to the duty to provide a nutritional declaration and list of ingredients ‘electronically via indication on the packaging or on a label attached to it’ (EU regulation 2021/2117, article 1.32.c).

A simple link a specific page on the website of the responsible operator – i.e. the owner of the brand under which the food is marketed, or the importer into the EU (7) – could, in theory, be sufficient to provide this information. And yet:

– the continuity of operation of company portals and web pages must be guaranteed, which requires investments in site maintenance and cyber-security,

– the individual web pages relating to individual wines must always correspond to European regulatory requirements, in the official languages ​​in force in all Member States where the products are marketed, (8)

– the ‘user experience’ is hindered by the need for consumers who want to access news to type in more or less long URLs (which must refer, from time to time, to the individual product page).

4) QR code and GS1 Digital Link, why?

QR code (Quick Response Code) is a two-dimensional square-shaped code which, by scanning with smartphones and professional QR-readers, allows access to a series of information (up to 4.296 characters) or to a web page. A great advantage for facilitating the ‘user experience’ and the promotion of companies and products.

The only standard global reference for B2B (business-to-business) communication of data relating to FMCG (fast moving consumer goods) is also the GS1 QR Code, which supports both the bar code (or ‘EAN code’ or GTIN, Global Trade Item Number, and the GS1 applications for the interactive management of material flows.

GS1 Digital Link – contained in the Brindo QR code – rather than leading to the URL of a single web page, it allows you to share all types of B2B (business-to-business) and B2C (business-to-consumer) information useful to users. Any different solution, no matter how nice, is not as effective. GS1-Italy thus confirms – once again, after the system based on the Imagine Observatory (10) – its own genius.

Dario Dongo


(1) Dario Dongo, Alessandra Mei. New EU rules on wine labelling, guidelines from the European Commission. GIFT (Great Italian Food Trade). 7.12.23

(2) Wine. Lollobrigida: label exemption decree signed. MASAF (Ministry of Agriculture, Food Sovereignty and Forestry). Press release. 7.12.23

(3) NB: ministerial decrees are acts of secondary legislation and as such have no legal force, except in cases of specific legislative delegation. They cannot therefore modify any law nor a European regulation which, in the hierarchy of sources of law, has a superior role to that of national constitutional laws

(4) BRINDO: the digital label for your wines

(5) Dario Dongo, Marina De Nobili. IoT technology and food labels, the new GS1 Digital Link standard. GIFT (Great Italian Food Trade). 11.7.20

(6) Dario Dongo, Giulia Torre. Environmental labeling of packaging, new rules at the start on 1.1.23. GIFT (Great Italian Food Trade). 6.10.22

(7) Responsible operator address, the lawyer Dario Dongo answers. FARE (Food and Agriculture Requirements). 15.5.20

(8) Dario Dongo. EU Court of Justice, zero tolerance on language requirements in food labels. GIFT (Great Italian Food Trade). 23.1.22

(9) Dario Dongo. EAN, QR Code, RFID, NFC. ABC of Global Standards. GIFT (Great Italian Food Trade). 24.2.23

(10) Marta Strinati. Food sales in Italy are stressed by high prices. The Immagino Report. GIFT (Great Italian Food Trade). 17.7.23

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Dario Dongo, lawyer and journalist, PhD in international food law, founder of WIISE (FARE - GIFT - Food Times) and Égalité.