Understanding UPC codes is essential to position your winery for success.
We’re here to guide you through the process to ensure that your choices align with your goals and budget. Whether you focus on small-scale sales or national/global distribution, we’re here to help you grow and thrive.
What is a UPC Code and Why Do I Need One?
A Universal Product Code (UPC) is a unique 12-digit number that identifies a very specific product. Paired with a bar code, it enables retailers, distributors and consumers to scan and track inventory efficiently. For wineries, UPC codes are critical in wine sales in retail stores, e-commerce platforms and even direct-to-consumer events. They help streamline inventory management, enhance your credibility and open the door to broader distribution opportunities.
How Do UPC Codes Work?
Each UPC code consists of three parts:
- Company Prefix: Identifying the manufacturer or brand owner.
- Item Reference Number: Specific to the product or variation, such as a particular vintage or varietal.
- Check Digit: A mathematically calculated number ensuring the barcode scans correctly.
When scanned, the barcode translates these numbers into data for pricing, inventory and reporting.
When Should a Winery Get UPC Codes?
If you plan to sell your wine beyond your tasting room—whether through retail stores, distributors or online marketplaces—a UPC code is essential. Even if you only contemplate limited distribution, obtaining UPC codes early saves time and hassle as your winery grows.
GS1 vs. Non-GS1 UPC Codes
In selecting UPC codes, wineries have two primary options: GS1 and non-GS1 codes. Each has benefits and considerations.
Non-GS1 UPC Codes:
Non-GS1 codes are purchased from third-party vendors, such as SpeedyBarcodes.com. These are significantly less expensive up front. They work just fine for wineries that sell primarily through local markets or direct-to-consumer channels. However, because these codes lack a unique company prefix tied to your brand, they may not be accepted by major retailers or distributors.
GS1 UPC Codes:
GS1 is the global standard. When you purchase GS1 codes, you receive a company prefix that uniquely identifies your winery as the source of your products. GS1 codes involve higher upfront and annual costs. They are recognized worldwide though, and are required by major retailers like grocery chains and online platforms. They’re also scalable, making it easy to manage multiple vintages, varietals, and new product lines under a unified system.
Which Option is Right for You?
Choosing between GS1 and non-GS1 UPC codes depends on your winery’s goals. If you plan to grow your brand through broad distribution, international sales or partnerships with major retailers, GS1 is the clear choice. On the other hand, if you’re a small winery focused on local sales or limited releases, non-GS1 codes may be a cost-effective solution.
It’s important to note that switching from non-GS1 to GS1 codes later can disrupt your operations, as existing codes can’t be transferred to the GS1 system. Planning ahead can save you time and headaches as your winery expands.
We can help!
Sara Nelson Design has more than 25 years of working with the wine industry to build brands, design labels and create marketing materials. If we can help you by answering questions about launching a new brand or rebranding one that already exists but could be doing better, feel free to either call us at (509) 545-4584 or click on Start a Conversation!