GS1 Sunrise 2027: what it means for small drinks producers
Retailers are moving to checkout scanners that read QR codes. What the 2027 target is, why it isn’t a law, and why labels you print now should be ready for it.
What it is
GS1, the organisation behind the barcode, has set a target: by the end of 2027, retail checkouts worldwide should be able to read the GTIN from 2D codes such as QR codes, as well as from linear barcodes. GS1 US calls it Sunrise 2027.
A target, not a law
No regulation makes you add a 2D code by 2027. Retailers decide when their tills are ready, and GS1 says the change needs software updates and sometimes new scanners. Some retailers will be ready earlier, others later.
Your EAN-13 stays
Linear barcodes are not going away. GS1 expects products to carry both a linear barcode and a 2D code until nearly all checkouts can read 2D codes. For a quick scan at the till, GS1 asks for the 2D code to sit within 50 mm of the centre of the linear barcode.
Why act before 2027
Labels you print now are still on shelves and in cellars in 2027 and after.
For wine, one code can carry both the e-label and the GTIN, so you don’t need a second code.
A lot number in the code lets you recall one batch instead of a whole product.
What to check
Your GTINs are registered with your GS1 organisation and your product data is correct.
The code uses the GS1 Digital Link format with your GTIN, not an ordinary web address.
Your printer keeps the quiet zone and the contrast. Our guide on QR code size and placement explains both.
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.