Familiar terms such as "eco-friendly" and "sustainable" are among the environmental marketing claims drawing closer scrutiny for wine producers selling into the European Union.
Those claims require clear explanations and supporting evidence under anti-greenwashing rules that began applying September 27.
Here's what to know
Consumer goods sold throughout the bloc fall within the scope of Empowering Consumers for the Green Transition, formally Directive (EU) 2024/825, Vinetur reported.
To strengthen environmental-marketing standards, the directive introduced in 2024 amended two existing laws: the Consumer Rights Directive and the EU's Unfair Commercial Practices Directive.
Sustainability badges without backing from an approved certification scheme are prohibited. The rules also bar irrelevant environmental claims and generic claims offered without explanation.
According to Vinetur, the regulatory push follows a 2020 study that classified over half of the EU's environmental claims as vague, misleading, or unfounded.
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Reviews cover websites and online product descriptions, as well as advertisements, shelf materials, and back labels.
Michael R. Littenberg, Ropes & Gray's environmental, social, and governance lead, noted that existing stock is not exempt. Some bottles may need stickers or extra disclosures at the point of sale.
More background
Individual EU countries will set their own implementation rules and penalties, potentially creating different enforcement approaches across national markets.
For companies with widespread violations spanning several EU countries, penalties could reach 4% of annual turnover, according to Vinetur.
The word "natural" poses a particular challenge for winemakers. According to the European Commission, the term can constitute an environmental claim when an average consumer would interpret its use in a product or brand name as an environmental statement.
In those cases, producers would need to explain the term and provide supporting evidence.
Austrian winemaker Arnold Holzer maintains that his wine's name, Natural Orange, accurately describes it and meets Austrian legal standards, Vinetur reported.
American exporters must meet EU requirements even when their marketing complies with U.S. standards, Littenberg said. That could mean rewriting claims or gathering stronger documentation before bottles enter Europe.
What's being done?
Sweden's state-run alcohol retailer, Systembolaget, already has a dedicated function for reviewing sustainability claims and certifications.
The retailer's sustainability specialist, Emma Östansjö, said the process checks compliance with relevant laws while helping prevent misleading consumer messaging, Vinetur reported.
Producers can support specific claims by documenting practices such as dry-farming or hand-harvesting. They can also document measurable reductions in their carbon footprint relative to a specified baseline year.
European Commission guidance released in September says sustainability-label certification schemes must include independent third-party verification, with requirements accessible to the public.
Fabio Bartolomei of Spain's Vinos Ambiz lists only fermented grape juice in his ingredient list and discloses which additives are absent, rather than marketing his wines as "natural," according to Vinetur.
The European Committee of Wine Companies' secretary general, Ignacio Sánchez Recarte, noted that appropriate evidence can also substantiate claims without certification.
According to Sánchez Recarte, small and medium-sized businesses account for over 99% of EU wine producers, which makes sweeping certification demands particularly onerous for smaller businesses, Vinetur reported.
Where can I learn more?
Other industries are facing similar questions about environmental marketing and what companies disclose on their labels.
• A California bill targets misleading recycled claims on packaging as lawmakers scrutinize environmental messaging.
• New Mexico's PFAS labeling rule was blocked, with a judge calling it "a warning in disguise."
• California's diaper law will require manufacturers to disclose ingredients online and later on packaging.
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