A Guide to the Wine Label Printing Process in Australia

Wine labels play an important role in your success in the Australian wine industry. How a product looks has a huge impact on capturing the attention of consumers and influencing their choices. First impressions really do count when it comes to consumer goods, and wine is no exception. A great label helps distinguish your brand, communicate what your brand stands for. Your wine label can communicate class, quality, simplicity, creativity, quirkiness, a local appeal, and so many other things. In short, a label sets expectations.

In this wine label guide article, we take a look at the process behind wine label printing, so you know what to expect when printing your wine labels in Australia.

At Ultra, we specialise in providing high-quality, stand-out label printing solutions to ensure that your wine makes a powerful visual impact. We’ve created this wine label guide to help our customers understand the wine label printing process in Australia. 

A note on wine label requirements in Australia

Before diving into the wine label printing process, it’s important to note the strict wine label requirements in Australia, and as the wine producer/distributor, your legal requirement to ensure that your wine labels meet the Australian wine label requirements. 

It’s important to get legal advice and properly research the wine label requirements in Australia before starting the wine label printing process. 

Wine label requirements in Australia ensure that labels provide accurate information to consumers. 

These regulations are in place to ensure that wine labels provide consumers with accurate and meaningful information. While this list is not meant to be a legal guide (we recommend you research the law fully with the most recent requirements, as they change regularly). 

But the Australian wine label requirement regulations will likely include things like:

  • Including the name and address of the producer
  • Covering whether it is a vintage or non-vintage wine
  • Listing the Alcohol content
  • Listing the number of standard drinks in a bottle
  • Allergen warnings may be applicable
  • The country of origin must be listed
  • Other legal requirements, such as responsible consumption, pregnancy warnings and other requirements. 

Compliance with these regulations is non-negotiable, so understanding the wine label requirements in Australia and checking your label complies is a crucial step. We recommend you seek legal advice to be sure of this. 

Be sure to check your wine label design for these important inclusions before getting in touch with a wine label printer, and again before saying ‘yes’ to the go-ahead of the official label bulk printing.

The wine label printing process for custom wine labels in Australia

Label Design and Artwork Preparation

You’ll first need to design your wine labels before getting in contact with a custom wine label printer. The first stage of this process involves the conceptualisation and design of the label artwork.

The design of a wine label is a blend of artistry and storytelling. Wineries work closely with graphic designers and branding experts to create labels that convey the essence of their wine. Factors like the wine’s style, target audience, and brand identity influence the label’s design. Elements like typography, colour schemes, and imagery are meticulously chosen to resonate with consumers.

After the concept is finalised, it’s time for the artwork creation stage. Once the design is finalised, it’s translated into digital artwork. This stage involves ensuring that all images and illustrations are at the right resolution to avoid pixelation, selecting appropriate fonts, and matching colour schemes accurately. Wine labels are often an extension of a winery’s brand, and getting these details right is crucial.

wine labelling process
Check off your legal requirements

At this stage, it’s important to confirm that your wine label design has ticked off all of the legal requirements for Australian wine regulations and laws. You’ll need to ensure that your wine labels cover off on all the required elements, and it’s recommended to do a check over before finalising your design artwork ready for print. Some Australian wine label requirements do change over time, so it’s also a good idea to research whether any requirements are set to change in the near future, such as changing requirements for listing certain ingredients and processes used in the production of the wine.

Engage an experienced wine label printing company

It’s from this stage in the wine label production process that we become involved. As a leading printer of custom labels of all sorts of products in Australia, we produce stunning, high-quality custom wine labels, with a wide range of options available for your wine bottle labels. Our custom wine labels and flexible packaging solutions ensure that your product makes a great first impression.

Choosing Print Technologies

One of the first steps after engaging with a professional custom wine labels printer like ourselves, will be to determine the printing technology you’d like used for your wine bottle labels. Choosing the right printing technology for your personalised wine labels is an important step to ensure that your wine label design is brought to life.

In Australia, various printing methods are used, so your wine label printer (that’s us) will recommend the custom wine bottle labels printing technology that will best fit your design.

The two print technologies we use at Ultra are:

Digital printing

Ideal for short runs and complex designs, digital printing offers high-quality, vibrant results. It’s a cost-effective option for small wineries.

Flexographic printing

Suited for large production runs, flexographic printing is known for its efficiency and cost-effectiveness. It can accommodate various label materials.

Material selection for your personalised wine labels

The next step in the process is to choose the type of material that your wine bottle labels will be printed on. Selecting the right wine label material is essential to ensure label durability and appearance.

The materials that can be used for wine bottle labels in Australia include paper, synthetic materials, and specialty materials. Don’t worry if this all sounds like a lot of choices though, we’ll recommend the best fit for your design, budget and goals before we print your custom wine labels. You can think of us as your official wine label guide, throughout the process.

Here is more information about each of the material types for wine labels in Australia:


Suitable for traditional labels, paper offers a classic look and feel.

Synthetic materials

These are durable and resistant to moisture, making them ideal for wines that may be stored in challenging conditions.

Specialty materials

Wineries looking for unique textures or finishes can explore specialty materials like textured paper or metallic foils. As your trusty wine label guide, we’ll recommend the best fit if you have some out of the box ideas and want to be sure the material you choose is a good fit.

Wine & Spirits labels
Wine & Spirits labels
Wine & Spirits labels

Adding any wine label finishes or embellishments

To make wine labels stand out, Australian winemakers and wineries often opt for special embellishments and finishes, like foiling, die-cutting or varnishing. As your wine labels Australia specialist, we’ll recommend the finishing touches that would be a great fit for the impression you’re looking to achieve with your wine labels (and your budget).

Here’s a short explanation of each of the wine label finishes and embellishment options:


Using metallic foils to create a luxurious and eye-catching finish.


Applying a clear coating for added protection and a glossy appearance.


Shaping labels into unique forms to create visual interest.

Quality control and proofing

At this stage of the wine labelling process, things are getting exciting – it’s time for the proofing, which basically means checking over your labelling to ensure that it looks great.

Before going ahead with mass printing, a proofing stage is crucial. This involves creating a small batch of labels using the chosen printing method and materials. We have a pretty stringent wine label integrity program at Ultra if you choose our optional proofing service (which we highly recommend). If you opt for us to proof your product, our team will thoroughly inspect these proofs for colour accuracy, design alignment, and the overall display and appearance of your wine labels. We will check these in great detail, note any issues that we find, and then pass them over to you to check as well. We want your bottle labels to impress as just much as you do, so we are thorough in our check overs to ensure that we can address any issues before printing. At this stage, any necessary adjustments can be made before the full print run begins in the desired quantity.

Printing and label application

Things get even more exciting here; your bottle labels are set to impress and are Instagram ready. Which means it’s time for the printing of your labels.

Once the design, materials, and finishes are finalised, the final bottle label printing process officially begins. Your labels are printed, cut to precise specifications, and prepared for application on wine bottles.

Delivery and distribution

After the labels are printed and inspected for quality, they are ready for delivery to your wineries. This marks the exciting moment when the labels meet the bottles, completing the wine printing process.

So there you have it – we hope this wine label guide to printing wine labels in Australia has helped you understand the process in detail from start to finish to have your wine labels printed.

Are you keen to get started? Here’s how our process works specifically at Ultra Labels for making the magic happen.

Our process: how to get started with Ultra Labels

If you’re keen to get your wine label printing process underway with us at Ultra Labels, here’s how to get started with us.

The Ultra Labels process is as follows:

1. Requesting a Quote and share your artwork with us

Our commitment to making wine label printing easy begins with our online quote request form. When you contact us, we gather essential details, including the quantity of labels needed, the desired delivery date, and any other requirements you already know you’ll need – like embellishments and finishes. We’ll also get you to share your label artwork with us. We’ll then use all of this information to provide you with a quick, accurate quote. If you have any questions at all about some of the finer details, we’ll talk through our recommendations as your official wine label guide.

2. Prepress – we’ll prepare your artwork for print:

The prepress stage is where your wine label design meets our meticulous attention to detail. We carefully check all the files you provide to ensure that they meet the necessary requirements. This includes checking image resolution to prevent pixelation, verifying font sizes and correctness, and meticulously matching colour schemes to your brand specifications. If you’ve requested special embellishments or foiling, rest assured that we will handle these with precision during the prepress process.

3. Proofing – we’ll check for accuracy before printing in bulk:

While proofing is an optional service that incurs a small additional cost, we highly recommend it for peace of mind. As wine label experts, our team knows what to look out for. During this stage, we provide you with a sample of your wine label using the same artwork files and printing press that will be used for the entire run. This process allows you to confirm that colours, fonts, and overall appearance align with your vision. If any adjustments are necessary, proofing provides the opportunity to make them before full-scale production.

4. Wine label printing – where the magic happens:

With all the prepress and proofing steps completed, it’s time to bring your wine labels to life. Our state-of-the-art press machines and digital technology ensure high-quality label printing. We pride ourselves on our rapid turnaround times, delivering proofs within 24 to 48 hours and full orders within five working days. In the competitive world of wine, where speed to market is crucial, our quick production times set us apart.

When it comes to wine, labels matter

In the wine industry, the label on a bottle can make all the difference. At Ultra, we understand the impact that great wine labels have in captivating consumers and setting expectations for the product itself. Whether you’re aiming for an upmarket, traditional, trendy or quirky, we will provide you with high-quality labels that stand out and leave an unforgettable first impression.

Get in touch with us today for a quote to get started.

Have a question about your legal obligations?

The Ultra team have created this article to help you navigate the sometimes-complex world of packaging and labels.

While we are highly skilled printing professionals, and we do work with amazing work with producers manufacturers all across Australia, we are not legal experts.

We strongly recommend you review all relevant legislation and seek independent legal counsel if you have any questions regarding your obligations for food labelling and packaging.

Ready to print your wine labels?

To compete in the Australian market, you need a premium, custom labelling solution that not only communicates the quality of your product, but elevates your brand and puts your product front and centre on the shelf.

We have a range of state-of-the-art digital printing facilities and a knack for creating stunning custom wine labels, as well as a team of experts ready to offer advise, support and exceptional service. 

Let our experts work with you throughout the printing process and help you find the perfect labelling solution. 

How we can help

We partner with some of Australia’s most loved and trusted brands to craft custom labelling and flexible packaging solutions that help products stand out and be noticed.

A wine label made by Ultra Labels

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