Consumers have a right to know the origins of their wine
There are more than 1 million wine producers in the world, and according to the International Organization of Vine and Wine, they produce nearly 3 billion cases of wine each year. As consumers navigate this ever-expanding world, the information on the wine label is vital. The label tells consumers what they are buying and what they are drinking. That’s why it is important the label accurately reflects and identifies the wine’s true location of origin. Yet, in many countries including the United States, Russia and Vietnam, some wine region names are allowed to be used on wine bottles that do not originate from those places, leading to consumer confusion.
Research finds that a growing number of consumers, however, want wine labels to accurately reflect the contents of the bottle. Results from a 2018 poll of 800 U.S. wine consumers conducted by GBA Strategies make it clear: location matters.
It is important to know where your wine is grown and produced. If you are unsure, we encourage you to ask and demand that a wine’s true origin be clearly identified on its label. Truth-in-labeling is important so you can make informed decisions when selling, buying or enjoying wines.
- Knowing a wine’s location is an important factor when buying a bottle. Seventy-nine percent of consumers consider the region where a wine comes from an important factor when buying a bottle of wine; 70 percent believe that allowing American producers to misuse foreign wine region names on their labels is deceptive to American consumers.
- A growing number of consumers want truth-in-labeling. Ninety-four percent of consumers support establishing laws that are designed to protect consumers from misleading labels and ensure that only wines from a particular region may use the name of that geographic region, while 75 percent say that wine labels should be accurate to allow consumers to make an educated purchase.
- Allowing the mislabeling of wine bottles leads to consumer confusion and harms U.S. producers. More than one-third of wine consumers report that they have bought a bottle of wine and discovered after purchasing that it was not from the location they thought it was. Additionally, 70 percent believe that allowing American wine producers to misuse region names then makes it harder for U.S. wine regions to protect the misuse of their name on foreign labels. This underscores the challenges winemakers face with current labeling laws around the world. When a place name is misused, a part of the identity of that distinctive wine region is lost and consumers can be misled.