Scantrust e-Label: a digital labelling product aimed at new EU wine rules

Scantrust, a technology company known for QR code enabled packaging and anti-counterfeiting solutions, has released a software product called Scantrust e-Label. The company says the tool helps wine and spirits producers prepare and deliver the mandatory product information that the European Union now requires for wines. Scantrust was founded by Nathan J. Anderson and Justin Picard. The firm traces its roots to work begun in 2014 on packaging enhanced with QR codes and on a secure QR code innovation developed by Justin Picard.

Why the product was developed and the regulatory context

The launch is positioned as a response to Regulation (EU) 2021/2117, a recent update to EU rules on wine labelling that clarifies what information must be available and how it can be delivered. The regulation requires producers to provide nutrition, ingredient, allergen, and energy information for alcoholic wine produced in the EU. It also clarifies permitted terminology for wine descriptions and confirms that electronic delivery methods such as QR codes are acceptable alongside information printed directly on the bottle or shown on attached labels.

What Scantrust e-Label claims to do

Scantrust describes e-Label as an online editor and label management system. Users can enter required product information into the editor, generate a QR code that links to the digital label, and incorporate the code graphic into their existing printed wine labels. Key features highlighted by the company include automatic language detection that shows the label in the scanner's relevant EU language, real time updates to label content without needing to reprint bottles already on the market, and seamless integration with commonly used systems and devices across production, packaging, and consumer interactions.

Technical and standards positioning

Scantrust presents the e-Label within a broader platform that supports anti-counterfeiting, supply chain traceability, and digital product passports. The company highlights that its QR codes are GS1 Digital Link ready and that its solution integrates with standard QR code printing processes, packaging industry printers, internal software systems used by producers and distributors, and end user smartphones.

EIC backing and commercial positioning

Scantrust is an EIC beneficiary and received an Accelerator grant from the European Innovation Council to further develop the technology. The company markets e-Label as suitable both for small wineries and large global brands. Scantrust also offers a more consumer oriented 'U-label' product line with free tiers for a small number of SKUs and business and enterprise pricing for larger portfolios.

Practical implications for wineries and the supply chain

For producers the chief practical benefits would be lower costs of label updates when information changes, centralised content management for multilingual information, and potential anti-counterfeiting and traceability functions. For retailers and distributors, digital labels can add data and provenance visibility. Smaller wineries may welcome free or low cost entry tiers. Larger producers will evaluate integration effort with existing ERP and packaging workflows.

Points for scrutiny and limitations

The company narrative highlights several advantages but there are operational and public policy realities that matter when assessing the technology. The claim that reprints are unnecessary assumes that the digital label will be accepted by regulators and consumers across every market and that supply chain partners will not require printed updates for compliance checks. The practicalities of retrofitting existing stock in stores or in transit are not addressed in detail.

Where this sits in the EU innovation landscape

Digital labelling and product passports are growing priorities within EU policy on digitalisation, consumer information, and product traceability. The European Innovation Council supports commercial scale up of technologies that align with these goals. Firms such as Scantrust that combine standards compliance, anti-counterfeiting features and enterprise integration capabilities are likely to find demand. At the same time, regulators, civil society and smaller market actors will watch for issues on accessibility, interoperability, and privacy.

How to learn more

Scantrust provides product information and sign up options on its website at www.scantrust.com. The company also published promotional pages for U-label with pricing and feature summaries. The European Innovation Council noted its support and provided a standard disclaimer that content is for knowledge sharing and not an official view of the European Commission.

Bottom line

Scantrust e-Label is a practical commercial response to new EU labelling obligations. It bundles familiar elements of QR management, GS1 Digital Link compatibility, language handling and dynamic content. The offering could lower update costs and add traceability and anti-counterfeiting services. However regulators and producers should test the solution against real world constraints such as consumers without smartphone access, legal acceptance of electronic delivery in each member state, data protection obligations, and the operational challenges of existing stock. These factors will determine how widely digital labels replace printed labelling in the wine sector.