The group is inspired by principles that facilitate the trade in wine and protect consumers, which benefits both wine-exporting and importing countries. WWTG recognizes the specifics of each regulatory system and works on mutual acceptance of practices and labelling, rather than imposing a single regulatory approach. It was decided to rename the name of the world Wine Trade Group to reflect the group`s focus on facilitating the wine trade. As part of the MAA, the group has already agreed to mutually accept the wine practices of the other contracting parties. The World Wine Trade Group (WWTG) is a group of government and industry representatives from Argentina, Australia, Canada, Chile, Georgia, New Zealand, South Africa, the United States and Uruguay. The group, established in 1998, aims to facilitate international wine trade through the exchange of information, discussion of regulatory issues in wine markets and common measures to remove trade barriers. WWTG negotiated three agreements and an agreement to promote international wine trade. Article 4 of the 2007 Agreement on Wine Labelling Requirements (2007 agreement) stipulates that labelling measures must be applied in a transparent, non-discriminatory manner and in accordance with the WTO agreement. In March 2013, WWTG concluded the protocol at the 2007 Convention on Wine Labelling Requirements, which is based on the latter, establishing common parameters for labelling requirements for information relating to alcohol tolerance, variety, vintage and wine region. The protocol provides for predictable and consistent regulation in all WWTG markets. Since October 2017, the protocol has been in effect for Australia, Chile, Georgia and New Zealand. Countries that support about 80 per cent of Australia`s wine exports already accept this particular exception for wine. These include the EU as a whole and members of the World Trade Group.
The other countries that have signed this specific wine labelling agreement are all heading in this direction. Some of them have already ratified it. An international consensus, if you prefer, is already progressing and we would simply participate, for the most part, in this international consensus.  The labelling protocol strengthens these agreements, improves legal certainty and further facilitates wine trade between signatories. WWTG expressed concern about the new EU regulation on wine labelling, which could have a negative impact on wine exports to the EU. WWTG members expressed concern about the consistency of the new regulation with World Trade Organization (WTO) rules. In 2008, the Industry Department of Kelowna, Canada, asked the government section to put the issue of sustainable development labelling on the WWTG agenda for future work, and since then has been an important talking point.