What Are New Zealand's Alcohol Labelling Requirements?
This is a general framework, not verified, current specifics — confirm details directly with the relevant distillery or authority before relying on them.
If you're selling alcohol in New Zealand, your label needs to do more than look good. It also needs to meet a range of legal and food information requirements.
If you're selling alcohol in New Zealand, your label needs to do more than look good. It also needs to meet a range of legal and food information requirements.
For many new distilleries, label design starts with branding. Bottle shape, typography, illustrations, colours, and packaging often receive most of the attention.
But a spirits label is also a regulatory document.
Missing or incorrect information can create problems long before a bottle reaches a retailer's shelf.
This article provides general information only and shouldn't be considered legal advice. Labelling requirements can change, so always verify current requirements with the relevant authorities before printing packaging or releasing a product.
What information usually needs to appear on a spirits label?
Requirements can vary depending on the product, but commercially sold spirits will generally need to include information such as:
- The name of the product
- The alcohol content (ABV)
- The volume of the bottle
- Ingredient information where required
- Allergen declarations where applicable
- The name and address of the manufacturer, packer, or distributor
- A lot code or batch identification
Additional requirements may apply depending on the type of spirit being sold.
Alcohol content (ABV) must be clearly displayed
One of the most important pieces of information on any spirits label is the alcohol by volume (ABV).
ABV tells consumers how much pure alcohol is contained in the product.
You'll typically see it displayed as a percentage, such as:
- 37.5% ABV
- 40% ABV
- 57% ABV
The ABV should be accurate and clearly visible on the label.
Net volume must also be included
Spirit labels also need to identify the volume of the bottle.
Common bottle sizes include:
- 200ml
- 375ml
- 500ml
- 700ml
- 1 litre
This information helps consumers compare products and understand exactly how much they're purchasing.
Ingredient and allergen requirements can apply
Not every spirit requires a complete ingredient list, but food information standards can still apply.
Particular attention should be paid to:
- Added flavourings
- Cream-based products
- Liqueurs
- Products containing allergens
- Ready-to-drink products
If your spirit contains ingredients that trigger allergen declarations, those requirements shouldn't be overlooked.
Marketing claims should be used carefully
Words such as:
- Handcrafted
- Small batch
- Premium
- Natural
- Traditional
may be useful marketing terms, but producers should ensure that any claims made on a label are accurate and can be supported.
Consumers are becoming more knowledgeable, and regulators expect product claims to be truthful and not misleading.
Imported spirits may have additional requirements
If you're importing spirits into New Zealand, it's important to confirm that the product's packaging complies with local requirements.
Labels designed for overseas markets don't always satisfy New Zealand regulations.
In some cases, additional information or supplementary labels may be required before products can be sold.
Common mistakes made by new distilleries
Some of the most common labelling mistakes include:
- Incorrect ABV information
- Missing volume declarations
- Incomplete business information
- Missing batch identification
- Overlooking allergen requirements
- Assuming overseas labels automatically comply with New Zealand regulations
Fixing a labelling mistake after thousands of labels have already been printed can be an expensive lesson.
Where should you verify labelling requirements?
If you're preparing a commercial release, it's worth checking information from several sources, including:
- New Zealand Food Safety
- Food Standards Australia New Zealand (FSANZ)
- New Zealand Customs
- Industry associations
- Legal or compliance professionals
A quick review before printing can prevent significant problems later.
The bottom line
A great label should do two things:
It should tell your brand's story, and it should provide consumers with the information required by New Zealand regulations.
Before your next release, treat your label as more than packaging.
Treat it as an essential part of your product's compliance.
Related articles:
- Can you legally sell homemade spirits in New Zealand?
- What licences do you need to start a distillery in New Zealand?
- Can you import spirits into New Zealand?
- How does excise duty work in New Zealand?