The compact answer for cluttered label requirements - QR Codes
Once again technological improvements can be used to solve one of the alcohol industry's long standing issues.
Software development has ingrained in me the importance of accounting for edge cases. It's the unforeseen "what ifs" that demand a planned process flow, as overlooking them during the planning phase can lead to costly complications in time and resources down the road.
This brings me to the current discussion on beverage alcohol labeling requirements. California has recently moved to add redemption values to all wine bottles sold within the state, and now the TTB is requesting comments on nutritional and ingredient labeling. This all requires label space. For context, let's review the disclosures producers are currently faced with when creating bottle labels:
Mandatory
Brand name
Appellation of origin
Product class or type designation
Health warning statement
Alcohol content
Name and address
Net contents
Sulfite declaration
Optional
AVAs and grape variety
Imagery
Wine descriptors
Proposed
Nutritional information
Ingredient information
Recycling information (bottle redemption values)
Our team has mocked up an image of a label showing that if all proposed items were included at the suggested font sizes, it would necessitate a back label measuring 5.5” x 3”. This will fit most 750ml Bordeaux style bottles but not Burgundy or Champagne. Now, considering the edge cases, how do we accommodate this information on the smaller format bottles, especially the federally approved sizes of 375ml down to 50ml?
There's significant behind-the-scenes dialogue between advocacy groups and governmental bodies on these topics, the opacity of which is concerning. However, our immediate task should be to devise a solution for the edge cases first, the rest will just follow.
The straightforward solution is the adoption of a standardized machine-readable code, such as a QR code. This approach offers a flexible solution to the challenge of fitting information on label space, thereby allowing producers to meet regulatory demands while maintaining their branding.
Let’s stop wasting time discussing this solution, finalize the QR code specifications, and move forward efficiently.