PPWR readiness: five questions every brand should be asking about its packaging strategy

The EU's Packaging and Packaging Waste Regulation (PPWR) represents the biggest change to European packaging law in decades, coming into force from August 2026 with increasingly strict targets through to 2040. Wine companies selling into or through Europe will need to review their entire packaging strategy, from materials and labelling to supply chain design. The article guides businesses through five key questions they should be asking now to prepare.