The mandatory genetically modified organism, GMO labeling law has been applied in many food categories but not in alcohol beverage categories. Yet, many alcohol producers differentiate their wines by adding Non-GMO labels. Previous research shows that production labels tend to have signaling roles that may affect consumer demand. To examine the signal impact of the non-GM/GM labels on consumer alcohol beverage demand, I used wine as a focal product category and conducted an online choice experiment with 1,306 subjects. The results show that Non-GM label stigmatizes unlabeled wines and that consumer demand for unlabeled wines significantly decreased with the introduction of Non-GM label. Furthermore, the significant stigma effect disappeared when all three labels (No label, Non-GM and GM labels) are presented to consumers. Our results contribute to the ongoing discussion of the enactment of mandatory GMO labeling in the alcohol beverage categories by the Federal U.S. government. Our results suggest that consumers may no longer differentiate between unlabeled products and Non-GM labeled products if the mandatory GM labeling law is in effect.