Can You Use Analytics on an EU Wine QR Code? Here's the Right Way

One of the most common questions wineries ask is whether they can track scans on the QR codes used for EU digital wine labels.

The short answer is: yes, but the type of analytics matters.

Understanding the distinction is important because EU wine e-label rules are designed to provide consumers with mandatory product information, not to collect personal marketing data. Analytics that simply measure QR code activity, such as the number of scans and the general location where scans happen, can still provide valuable insights while keeping the e-label compliant.

Why analytics are allowed on compliance pages

The QR code used for an EU wine e-label leads consumers to mandatory information such as ingredients, nutritional values, and allergens.

While this page has a specific regulatory purpose, tracking anonymous scan activity does not conflict with compliance requirements. Analytics that measure how many times a QR code is scanned and where those scans occur do not collect personal information from consumers.

For that reason, wineries can understand basic engagement with their compliance QR codes without turning the e-label into a marketing tool.

Where analytics make sense

Compliance QR code analytics can help wineries understand how consumers interact with their digital labels, including:

• Number of scans
• General scan locations
• Consumer interest by market or region

For wineries looking to go beyond basic engagement data, a separate marketing page gives producers the freedom to share additional content such as:

• Winery stories
• Vineyard information
• Food pairing suggestions
• Tourism experiences
• Wine club information
• Product collections

Because these pages are separate from the mandatory e-label, they can also provide more advanced marketing insights and customer engagement tools.

Why separating compliance and marketing is a better approach

Keeping compliance information separate from marketing content benefits both wineries and consumers.

Consumers can quickly access the mandatory information they need, while wineries maintain a dedicated space for storytelling, brand building, and customer engagement.

This clear separation also makes it easier to adapt to future regulatory changes while allowing marketing campaigns to evolve independently.

How Winetraqr handles both

Winetraqr allows wineries to manage both compliance and marketing experiences while keeping their purposes separate.

The digital wine label is designed specifically for regulatory compliance and displays the mandatory product information required by EU rules. It can also provide anonymous scan analytics, helping wineries understand basic QR code engagement without collecting personal user data.

For wineries that want to engage customers beyond compliance, Marketing Pages provide a separate destination where producers can showcase their winery, wines, events, and other content. Because these pages are independent of the compliance e-label, premium users can also access additional scan analytics to better understand customer engagement.

This approach allows wineries to remain compliant while still gaining valuable insights into how customers interact with their wines and brand.

The takeaway

If you're looking for analytics on your EU wine QR codes, the key is understanding what type of data is being collected.

Compliance e-label analytics can measure anonymous QR code activity, such as scan numbers and general locations, without collecting personal consumer data.

Marketing pages are where deeper customer engagement, storytelling, and additional analytics belong.

By keeping these experiences clear and transparent, wineries can satisfy regulatory requirements while still learning more about their audience and building stronger customer relationships.