Beer labels: what’s on the can and what a QR code adds
Brewers already print ingredients and energy on the can. Where a QR code still helps: export languages, batches, recalls, your brand page and the checkout.
The law and the commitment
Like spirits, beer above 1.2 % alcohol is exempt from the EU’s mandatory ingredient list and nutrition declaration. The brewing sector went further: in 2019 The Brewers of Europe and national brewers’ associations committed to show ingredients and energy on bottles and cans themselves.
So for beer, a QR code adds to the label. It doesn’t replace it.
What must be on the can anyway
Allergens, such as barley, wheat and other cereals that contain gluten, emphasised in the ingredient list.
For alcohol-free beer, at 1.2 % or less, the full ingredient list and nutrition declaration, on the pack.
What a code adds for a brewery
Export: the can speaks one or two languages; the page behind the code speaks six.
Batches: seasonal brews and collaborations change often. Update the page instead of the print.
Recalls: flag one lot and only those cans show a recall notice.
Your brand page: send scans to the beer’s page on your website, with the e-label one tap away.
The checkout: the code carries your GTIN, for tills with 2D scanners.
Sources
This guide is a summary to help you find your way. It is not legal advice.
Put it into practice
Backlabel turns your label into one GS1 QR code: e-label, checkout and recalls.