Wine Law

14 chain, which, coupled with specific apps, give consumers the ability to access virtually limitless information on a wine 49 . Finally, labels may also contain negative claims 50 (e.g. “without added sulphites” or “no synthetic chemicals used”), which are often used by organic and biodynamic producers. These claims particularly appeal to health-conscious customers and those culturally oriented towards artisanal wines. The general framework of wine labelling rules appears to be an overall compromise – hardly satisfactory, but not wholly unsatisfactory. While the difference between wine and general food labelling provisions is striking, it at least prevents the problem of information overload. However, only the most expert consumers and most extreme producers can match useful information and a full understanding of a wine’s characteristics 51 . One may say that regulations in the wine sector encourage a segmentation of consumers much more than in other sectors 52 . 4. The Problem with Wine Classification: A Consumer Perspective It is clear from the framework of legislation on wine labelling that not all significant details of single wines may be inferred from their label. It is also clear that individual producers may be able to inform consumers of the specific characteristics of their wines; however, such characteristics may or may not be useful to consumers. From this perspective, the regional classification of wines typically (but not uniquely) adopted in certain areas of France certainly plays a significant role inmaking labels more informative. 49 Blockchain can also be used for bottle traceability; see K. B ISWAS , V. M UTHUKKUMARASAMY , W. L UM T AM , Blockchain Based Wine Supply Chain Traceability System , in ACU Faculty of Law and Business Publications, 2017. The late Gianfranco Soldera informed this author that he was studying the possibility to include information such as temperature and humidity ranges during transport though a blockchain-based app on his bottles. 50 General rules for claims regarding food products are set forth in Regulation 1924/2006. 51 An interesting semiotic approach to wine labels (“ seen, but not read ”) can be found in Y. J EANNERET & E. S OUCHIER , L’étiquette des vins: analyse d’un objet ordinaire , in Communication & Languages, 1999. 52 It has been repeatedly demonstrated that consumers still rely on labels to buy wine: see L. D E M ELLO & R. P IRES G ONÇALVES DE B OROBIA , Message on a Bottle: Colours and Shapes in Wine Labels , available in http://academyofwinebusiness.com/wp-content/uploads/2010/04/Message-on-a-Bottle_paper.pdf.