Marketing

Nutrition/alcohol content – Diageo commits

Diageo has today announced its commitment to provide consumers around the world with alcohol content and nutrition information per typical serve – the first alcohol company to do so.

The intention is to provide this information through Diageo’s responsible drinking website DRINKiQ.com (www.DRINKiQ.com) and/or on-pack in a majority of Diageo’s markets subject to local regulatory approval, as soon as practicable.

“We are committed to ensuring our consumers have the best possible information from which to make informed choices about our products,” stated Diageo’s Chief Executive Ivan Menezes, “This includes alcohol content and nutrition information per typical serve. Currently, there’s no obligation to provide such information in markets worldwide, but we know that consumers are increasingly discerning about what’s in their glass. We want to provide alcohol and nutrition information that consumers can quickly understand instead of expecting them to do the maths.”

Providing information on the amount of alcohol per serve could help reduce the misuse of alcohol – a goal shared by regulators, consumer organisations, health professionals and alcohol companies alike.

Diageo will work with regulators around the world to agree the format of voluntary labels providing information on alcohol content and nutrition per typical serve. In the US, Diageo has gained regulatory approval for a voluntary ‘serving facts’ panel for alcohol drinks that includes this nutrition and alcohol per serve information.

In the European Union, alcohol drinks are currently exempt from providing nutritional information on labels but other foodstuffs are required to do so per 100ml.

Diageo believes that consumer information for alcohol is best provided per typical serve so that consumers can understand the alcohol and nutrition content of serves of different drinks which vary in size across beer, wine and spirits.

To this end, Diageo will work with the EU to establish a standard alcohol unit across the 28 Member States to provide an effective way of communicating alcohol content to consumers.

 

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