Support for label crackdown when every wine's a winner

Australia is cracking down on dodgy wine awards shown on bottles but opinion is divided on whether a similar move is needed here.

The Winemakers Federation of Australia has introduced a new code, to take effect from the 2005 vintage, that gold, silver and bronze disks on wine bottles must only be from open, objective and independent wine competitions.

The federation said the code would stamp out a plethora of medals on wine bottles promoting things such as anniversaries and sponsorships.

Chief executive Stephen Strachan said the move would safeguard the integrity of Australia's wine show system.

"Producers may indicate other awards or promotions on wine labels, but they must be differentiated from show medals by way of shape and/or colour."

New Zealand Winegrowers, which represents grape growers and wineries, says misleading medals on bottles are not a problem here.

"The issue in Australia is the proliferation of competitions but we haven't received a lot of complaints about this in New Zealand," said spokesman John Barker, adding that misleading medals or labelling would come under the Fair Trading Act.

Waiheke vineyard owner Terry Dunleavy, who runs the Royal Easter Show Wine Awards, said the potential to mislead was greater in Australia, where there was a wider range of competitions.

But Herald wine writer Joelle Thomson said New Zealand wineries were latching on to the idea of displaying misleading medals.

"This is a problem in New Zealand as it is misleading consumers by making them think they are picking up a medal-winning wine when they are tired and looking for things that stand out at the supermarket," she said.

The issue was about labels displaying medals from questionable shows, as well as labels with gold or silver disks that resemble medals but are "bogus".

"They are self-congratulatory styled 'awards', in which wine makers and marketers say such things as 'this winery has been around for 100 years' or 'centenary wine' or 'a winner in previous vintages'."

Chris Howell, Hawke's Bay Grape Growers Association president, said wines with gold medals on their labels sold very well.

The practice of misleading buyers was not widespread, but was increasing, he said.

"Either a code of practice or some standards for award stickers on wine labels are a good idea."

A trawl through the wine racks at an Auckland supermarket showed an array of coloured medal-type stickers, some winners of major awards, but others either more obscure honours or lacking details.