What happens when the same bottle of wine can be legally described as ‘wine’ in one market but not in another? Over the past few years, Europe has recognised how quickly the low and no alcohol sector is growing, and the vital role wine producers play in driving that growth. As a result, the EU has adapted its wine framework to modernise EU production and labelling rules. The objective has been clear: to support innovation and market expansion, while ensuring that consumers understand what they are purchasing without creating unnecessary complexity or confusion.

Back in 2021, the EU introduced low alcohol descriptors for wines that have had alcohol removed i.e. undergone dealcoholisation. In practical terms, this expanded the definition of wine and allowed producers to innovate within defined legal parameters. 

In 2026, the new EU Wine Package went further by cleaning up the labelling rules and replacing the terms ‘de-alcoholised wine’ and ‘partially de-alcoholised wine’ with more consumer-friendly terms.  

Wines that have been de-alcoholised to 0.5% ABV or below, will now be labelled as “alcohol-free”. If the alcohol-free wine has an abv of 0.05% or below, this can also include the descriptor “0.0%”.  

For wines that have been de-alcoholised but have an abv of 0.5% or above, the term “reduced alcohol” can be used when the alcohol has been reduced by at least 30% below the minimum strength required for that wine category. 

If the reduction doesn’t meet that 30% threshold, the product can still be sold as wine but can’t use the descriptors “alcohol-free” or “reduced alcohol”.  

All wines that have undergone dealcoholisation, whether above or below 30% must include the statement ‘produced by dealcoholisation’ on the label.  

Overall, the changes will make labels easier to understand, using terms more familiar to consumers and bringing wine regulations more in line with the regulation of nutrition and health claims.  The situation is much less clear when we look at the UK. 

One Product, Two Labels: The Growing Divide in No/Low Alcohol Wine Sector 

The UK has not aligned with the EU’s 2021 reforms. While Defra suggested introducing “de-alcoholised wine” and “partially de-alcoholised wine” back in their 2022 proposals, nothing has changed in legislation to date. As things stand, classification and naming of these products in the UK remain uncertain. 

In practice, this means an “alcohol-free wine” sold in the EU may not sit comfortably within the UK legal framework. Depending on interpretation, some products may need to be positioned as wine-based drinks for the UK market. That creates obvious legal uncertainty, not just for producers, importers, retailers and enforcement authorities but, and perhaps more importantly, for consumers as well.  

This divergence has a commercial impact on businesses. A business supplying both into the EU and the UK would need different labels for each market, despite the products being produced in the same way. That means higher compliance costs and more complicated stock management. For smaller producers especially, this can quickly eat into margins. Retailers may also be cautious about listing products where the classification feels unclear. All of this adds friction to trade that simply didn’t need to be there. 

There’s also the consumer angle. A product labelled “alcohol-free wine” in the EU might appear differently categorised in the UK even though it’s the same product. That doesn’t exactly help transparency or consumer understanding. 

One of the stated benefits of leaving the EU was the opportunity to move away from regulatory constraints and shape rules that better support UK businesses. Yet in the wine sector, the UK now risks falling behind, with the current framework appearing more restrictive than the progressive EU approach. How long will UK businesses need to wait for meaningful reform? Can they realistically innovate in the low and no space while navigating two different labelling systems? And will we ever reach a point where one label works across both major markets? 

The market has moved. The question now is whether the regulatory framework will move with it.