diff --git a/python/BUILD.bazel b/python/BUILD.bazel
index 6577ff805f..90b2225ab5 100644
--- a/python/BUILD.bazel
+++ b/python/BUILD.bazel
@@ -88,7 +88,7 @@ bzl_library(
     name = "packaging_bzl",
     srcs = ["packaging.bzl"],
     deps = [
-        ":py_binary_bzl",
+        "//python/entry_points:py_console_script_binary_bzl",
         "//python/private:bzlmod_enabled_bzl",
         "//python/private:py_package_bzl",
         "//python/private:py_wheel_bzl",
diff --git a/python/packaging.bzl b/python/packaging.bzl
index 223aba142d..537aa6090f 100644
--- a/python/packaging.bzl
+++ b/python/packaging.bzl
@@ -216,19 +216,12 @@ def py_wheel(
             **copy_propagating_kwargs(kwargs)
         )
     elif twine:
-        if not twine.endswith(":pkg"):
-            fail("twine label should look like @my_twine_repo//:pkg")
-
-        twine_main = twine.replace(":pkg", ":rules_python_wheel_entry_point_twine.py")
-
         py_binary(
             name = "{}.publish".format(name),
-            srcs = [twine_main],
+            deps = [twine],
             args = twine_args,
             data = [dist_target],
-            imports = ["."],
-            main = twine_main,
-            deps = [twine],
+            main_module = "twine",
             tags = manual_tags,
             visibility = kwargs.get("visibility"),
             **copy_propagating_kwargs(kwargs)