Prohibited practices
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The general prohibition
No statement "that is false or untrue in any particular, or that... tends to create a misleading impression". The second half is the one that catches careful people, because a technically true statement can still mislead.
Health statements
No health-related statement untrue in any particular or tending to create a misleading impression "as to the effects on health of alcohol consumption". The resveratrol-adjacent marketing of the 1990s is what this is about.
Guarantees
No statement, design or representation relating to a guarantee that TTB finds likely to mislead, irrespective of falsity. Money-back guarantees are specifically not prohibited.
The word "old"
Permitted only as part of a brand name. It is an age implication, and age statements are restricted, so it survives as branding and not as a description.
Foreign quality terms
Terms denoting quality under foreign law may not be used on American wine. The regulation names Qualitatswein and Kabinett, which gives a clear sense of the category it is aimed at.
Vintage statements have their own section
A vintage on a label is a regulated claim with its own requirements rather than a note about when the grapes were picked.
Which is the shape of the whole part
Almost every evocative word a wine label wants to use is either regulated or adjacent to something regulated. That is not an argument for a dull label; it is an argument for knowing which words are load-bearing.
Write the back label last
It is where the romance goes and where the misleading impression is most easily created. Draft it, then read it as somebody looking for a claim rather than as somebody who wrote it.