How to Read a Wine Label Like a Pro

One of the best ways to have a stress-free wine-buying experience lies in understanding their labels. Wine labels can give you more insight as to what’s inside the bottle. However, what’s listed on those labels can widely vary depending on where the wine was made. The most notable differences are found between Old or New World wine regions. 

Many innovative, world-class wines are produced in New World regions. Though the term has become somewhat antiquated and Euro-centric, the New World category refers to a winemaking region outside of the traditional regions in Europe like France, Italy, Portugal, and Spain. It often includes regions like the United States, South Africa, Chile, Australia, Argentina, Mexico, the Middle East, and New Zealand. 

“New World wine labels can be confusing for those accustomed to French, Spanish, or Italian labels,” says Steven Karataglidis, director of wine at Fairmont Royal York in Toronto. “The emphasis on grape variety over region, different appellation systems, and branding can be perplexing.”

However, label requirements in most New World regions aren’t as stringent as they are in most traditional winemaking regions. As a result, most labels from New World regions tend to be clearer, and easier to navigate because they’re more straightforward. Important information can be listed on the front or back of the bottle.

Michéala Johnson, sommelier at Le Jardinier in New York City says, “Turn that bottle around and look at the back label. You may be surprised with the amount of information you can find on this part of the bottle.” 

Let’s break down a New World wine label from Oregon-based Elk Cove Vineyards to decipher what it means.

Who is the producer?

On a New World wine label, the producer is often front and center. The producer on this example, Elk Cove Vineyards, is listed most prominently on both the front and back labels. A producer can be a single winemaker or a brand with multiple winemakers, or even a brand that purchases wine from other grape growers and then bottles it under their own name.

By emphasizing producers, consumers are encouraged to explore wine based on reputation and the style of winemaking of a producer and not necessarily a cohesive style or tradition of a given region. This gives New World winemakers more creative freedom in what wines they produce.

What grape is the wine made from?

On the Elk Grove Vineyards label, the grape variety is Pinot Noir. One of the major distinctions between a New World wine label and an Old World wine label is its emphasis on grape variety. But it’s important to understand that the wine might not be made of the stated variety alone.

“While New World wines do contain the grape varieties indicated on the label, most do not require having 100% of that variety in the bottle,” says Johnson. For example, in the United States, if a grape variety is listed on a label, the wine inside the bottle only has to be composed of at least 75% of the listed variety.

Where the grapes are grown is also a consideration in labeling. 

“Some AVAs [American Viticultural Areas] do have stricter guidelines on this, like in California and Oregon, where wines are required to be made solely from grapes grown in their respective state,” she says.

Another complicating factor when it comes to decoding wine labels: Not all wine laws are universal. “Chilean wine law requires 75% of a wine needing to be made up of the grape variety on the label, though many Chilean wineries use 85% so that they are able to export to the European Union,” explains Johnson. 

Elk Cove provides additional detail on the front label by classifying the wine as “estate grown.” This lets consumers know the grapes were grown and cultivated by the producers themselves rather than sourced from other winegrowers. Elk Cove also included the specific vineyard, Mount Richmond, on their estate on the label.

While vineyard details are provided in the above example, this information isn’t always included on every New World wine label.

Eight New World wine regions and their signature grapes
California	Age-worthy Pinot Noir; rich and ripe Cabernet Sauvignons; full-bodied Chardonnay; citrus-forward Sauvignon Blancs; meaty and earthy Zinfandel
Oregon	Bright and fresh Pinot Noirs; fruity and dry Pinot Gris
Washington	Peppery Syrah; plummy Merlot
New York	Perfumed, dry and off-dry Riesling; high-acid Cabernet Franc
Chile	Black-fruit scented Cabernet Sauvignon; savory and herbal Carmenere; Chardonnay; Sauvignon Blanc
Argentina	Cocoa-and-plum scented Malbec
South Africa	Medium-bodied Pinotage; sweet and dry Chenin Blanc; Syrah; Merlot; Cabernet Sauvignon
Australia	Concentrated and spiced Shiraz (Syrah); zippy Sauvignon Blanc; high-acid and ageable Semillon
New Zealand	Light-bodied Pinot Noir; herbaceous Sauvignon Blanc

Identify the region

Many New World regions have become famous for specific grape varieties: Cabernet Sauvignon in Napa Valley, Malbec in Argentina, and Saugvinon Blanc or Shiraz in Australia. So including the region can be a beneficiary marketing tool. A designated region or AVA on a label allows producers to more accurately describe the origin of their wines to consumers. 

On the label above, the region or AVA is Willamette Valley, which is Oregon’s largest wine region. Label regulations are stricter in Oregon than other U.S. wine regions. If a label claims “Oregon” or an AVA within Oregon, 100% of the grapes must be from Oregon and at least 95% sourced from the appellation/sub-region of origin.

Is there a sub-region?

In the Elk Cove Vineyards example, the sub-region is listed as a specific AVA named Yamhill-Carlton. This means the bottle is made in the parent wine region of Willamette Valley, but more specifically within the Yamhill-Carlton AVA. Designated sub-regions have varying soils, winds, geology, and other environmental factors which combine to create a terroir that yields unique styles of wine specific to each AVA.

What’s the vintage?

The vintage refers to the year the grapes were harvested, not necessarily the year the wine was bottled. Many wines undergo aging before bottling and release. The Elk Cove example includes the vintage right under the producer’s name. 

Most New World producers state the vintage on the front of the label. But the placement of the vintage can vary, particularly on art-forward labels that may list the vintage on the back. Non-vintage (or NV) wines, including many sparkling options, are made from a blend produced from grapes harvested in different years, to create a consistent profile.

How much alcohol does this wine have?

Every bottle of wine produced in the United States is required to include the alcohol content on the label, listed on either the front or back label. Identifying how much alcohol is in the bottle can be beneficial for estimating the wine’s flavor profile and how dry it is, as well as moderating your alcohol consumption.

“I always look for alcohol content,” says Cedric Nicaise, co-owner and wine director at The Noortwyck. “While most wines are dry and may not be exactly what you’re looking for, there’s a clear correlation between alcohol content and a ‘big’ wine. If you prefer bold, powerful wines and the label shows 12% alcohol, that wine might not meet your expectations.”

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