This article addresses sectorial impacts and territorial consequences of the new EU regulations about labeling of alcoholic beverages in winegrowing regions. The European Comission made public in March 2017 a report that demands the labeling of ingredients and obligatory nutritional information on alcoholic drinks, ending the exceptionality of this sector compared to other food, in response to consumers associations. However, the industry pressure has managed to delay the approval of this normative, also achieving the possibility that industry organizes its own labeling proposal in the period of one year. The aim of this document is to examine the controversy, analyzing the consequences of labels in the wine sector and winegrowing regions. The non-existence of ingredient labeling harms mainly producers oriented to elaborate quality wines, whom do not have institutional instruments to differentiate such practices in the field of consumption. The current certification system develops information asymmetries and adverse selection in market, causing a general decrease of demand, and subsequently, a depletion of wine quality. Finally, we analyze the need to harmonize sectoral territorial, environmental and consumer protection policies to the sustainability of viniculture.