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One QR on the back label. Every EU wine rule solved.
Since 8 December 2023, every bottle of wine sold in the EU must display a full ingredients list and nutrition declaration. Regulation (EU) 2021/2117 lets you meet that duty via a QR code linking to the information — instead of a wall of tiny text on your back label.
SmartLinks Start gives new wineries, small producers and importers a compliant wine QR from £4.99/month. New labels get compliant on day one; existing labels get compliant without a redesign.
Why wineries choose SmartLinks
One QR, every EU market
Automatic translation of your ingredients and nutrition declaration into all 24 EU languages — one QR handles every market you ship to.
Vintage-aware
Change vintage without a new label. Update alcohol, allergens, energy values per vintage — the QR resolves to the right data based on batch or year.
Turn compliance into engagement
The consumer is already scanning. Add tasting notes, food pairings, cellar-door bookings, wine-club sign-up and reorder — turn the compliance QR into a marketing channel.
What EU Regulation 2021/2117 requires
Since 8 December 2023, still and sparkling wines produced in or imported into the EU must show:
- Full ingredients list including additives and processing aids.
- Nutrition declaration per 100 ml (energy value on-label; the full table can be behind a QR).
- Allergen labelling for sulphites, milk and egg-derived products.
- The QR route is explicitly permitted — no ad-hoc redirects, no tracking, no marketing on the info page itself.
Our platform respects the letter of the regulation: the mandatory information sits on a neutral, no-tracking page. Marketing content lives on a separate, clearly-linked winery page — exactly the split the EU asks for.
Importers and marketplace sellers
If you import wine into the EU — from the New World, from a small producer that isn't set up for compliance, from a marketplace listing — the labelling obligation falls on you as the responsible business operator.
SmartLinks lets you attach a compliant QR to any bottle with a sticker or over-label, whether or not the producer has their own digital infrastructure. You add the ingredients, allergens and nutrition data once per SKU and print.
- Sticker-and-scan compliance — no need to redesign the producer's label
- Bulk SKU import from spreadsheet
- Per-vintage variation without re-issuing QRs
- Meets the same legal duty as an in-label QR
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Explore Enterprise SolutionsSmartLinks is a GS1 approved partner
Digital Links convert traditional barcodes into dynamic QR Codes, called 2d Barcodes, that not only help you meet EU labelling and Digital-Product-Passport legislation, but signpost your consumers to product specific information, updates and offers.
This means valuable GTIN/SKU data can be read directly from the code even without internet access, which can include batch and expiry/BBE information directly in the URL.
Useful for everything from stock and expiry checks, recall information, staff discounts, this can speed up a staff member's job or make it easier for them to help a customer.
Learn More About GS1 Digital Link
“The global transition from the trusty barcode to QR codes powered by GS1 marks the beginning of a new era of transparency, connecting products with consumers, supply chains and regulators like never before. SmartLinks is playing a vital role in making adoption simple and scalable — enabling brands of all sizes to future-proof their product strategies, enhance consumer engagement and meet evolving regulatory requirements with confidence.”
