ATF Revises Labeling Rules for Boxed Wines

The Bureau of Alcohol, Tobacco and Firearms said it is banning the use of varietal and regional names on the labels of certain boxed wines. Beginning Jan. 1, the makers of these products will be prohibited from using varietal names such as chardonnay, merlot or cabernet as well as regional descriptions such as Burgundy or Chablis. Instead, winemakers will be able to use fanciful names such as “Chillable Red” and straightforward descriptions such as “white wine with natural flavors.” In the agency’s survey of consumers, most believed these products, which can contain sugar, water and flavorings as well as grape wine, were made solely from grapes. The rule applies to all flavored wines with an alcohol content above 7%. It would not apply to lower-alcohol, fruit-flavored beverages. The California Assn. of Winegrape Growers, which pushed for the amendment, believes the change will help Central Valley growers who were hurt when box-wine makers began diluting these products, reducing the demand for their grapes.