Clear Labels, Fair Information: Why “Reduced Alcohol” Must Replace “Low-Alcohol” in EU Wine Law

The debate over the EU Wine Package is heating up. With 338 amendments now tabled in the European Parliament and the Council of the EU already signalling its position, the European Alcohol Policy Alliance (Eurocare), is urging policymakers to take a stand for consumers’ right to accurate information.

At the heart of the issue lies a single word: low. Decision-makers are proposing to label 6% wines as “low-alcohol". But the issue is that when consumers see “low”, they automatically associate it with a health benefit. This terminology is well established in food labelling, where terms like low sugar, low fat or low salt are taken as healthier options. But alcohol is not comparable. No level of alcohol consumption is safe for our health, and presenting a 6% wine as “low-alcohol” is misleading, especially when, in absolute terms, it still contains more alcohol than a 5% beer, which is not allowed to use the same term.

Eurocare is therefore calling for the use of “reduced alcohol”, a clear and transparent expression already enshrined in EU food law. This simple change would end the confusion and bring alcohol labelling in line with consumer protection principles.

Belgium has already taken a strong stance in favour of “reduced alcohol” labelling, reinforcing the view that consumers should never be manipulated by ambiguous wording. Eurocare applauds this position and urges other Member States and MEPs to follow suit.

Concerns over QR codes

Eurocare also warns against providing on-label ingredient and nutrition information via electronic labelling or QR codes. Most wines are already allowed to choose to provide this information via QR codes, while no and low alcohol wines (up to 1,2% alcohol) must provide this information on the label, and this should not be challenged by the EU Wine Package.

QR codes are not a reliable alternative: many consumers lack smartphones, digital skills, or reliable internet access, and do not have the time to scan each product they buy. A 2022 Commission consultation confirmed these concerns, with consumer organisations highlighting that QR codes are unlikely to be used, may not be trusted, and could worsen health inequalities. The only support for QR codes comes from the alcohol industry, which is keen to continue hiding the true content of their products in broad daylight.

The coming weeks will be decisive. The AGRI Committee of the European Parliament is set to vote on the Wine Package, and then the Parliament and the Council will meet to negotiate further. Eurocare calls on both institutions to choose clarity over confusion, transparency over manipulation, and fairness over industry influence.

The message is simple: consumers deserve labels that inform, not mislead.