Irish Distillers adds digital label

Irish Distillers is launching a digital e-label system which aims to better inform consumers about the products they’re consuming as well as encourage responsible drinking.

The digital labelling initiative begins with a European pilot program across Pernod Ricard’s strategic international brands including Jameson and Absolut in the Irish market before being rolled out globally across all brands in Pernod Ricard’s portfolio by 2024.

The initiative aims to offer consumers a quick and easy way to access product and health information on packaging via a QR code.

As part of the pilot, bottles of Jameson and Absolut in Ireland will now carry a QR code on the back label which, once scanned with a smartphone, will redirect consumers directly to a platform where they’ll be able to access:

• the list of ingredients and nutritional information
• information about the health risks associated with the consumption of alcohol and where to find relevant information in their country
• responsible drinking information including the local low risk drinking guidelines specific to each country as well as information about who should not drink alcohol and a link to a consumer information website.

“The pilot of this new digital label solution in Ireland and other European markets strives to respond to our customers’ evolving desire for more information about the products they’re consuming,” said Irish Distillers’ Chairman & Chief Executive Nodjame Fouad.

The first bottles of Jameson and Absolut to carry the new digital label are now available here.