Diageo aims to arm drinkers with nutritional and alcohol info with new website

Drinks giant Diageo has relaunched and revised  DRINKiQ.com, its responsible drinking website. The company has “significantly enhanced” the nutrition, calorie and alcohol content information available about all its brands. This includes a breakdown of calories, carbohydrates and protein as well as, for the first time, detailing saturated fat, sugar, caffeine and sodium content.

Diageo says the new site builds on its “global commitment in March 2015 to start voluntarily providing nutrition and alcohol content information per standardised serving on all its brands”.

This valuable new information is now available on its responsible drinking website DRINKiQ.com, offering information about low-calorie drinks at a time when more consumers are concerned with leading a balanced lifestyle following the festive period.

DRINKIQ.com includes  new tools such as a simple to use “Drinks Calculator”, to help people calculate and track their alcohol and calorie intake. It also provides responsible drinking tips and advice on how food, age, size and gender affects how the body processes alcohol, alongside an enhanced “What’s in your Drink” tool.

Carolyn Panzer, Alcohol in Society director at Diageo said: “As people become more and more interested in their diet and lifestyle choices, we need to play our part. We know that consumers want nutritional information about what they drink – just as they do with the foods they eat; they also want a clear and easy way to know how much alcohol they are drinking. We believe passionately in helping people to understand what’s in their drink and to make informed choices about drinking or not drinking. Alcohol is alcohol. There is no drink of moderation – only a practice of moderation.”

The site also includes the truth behind common myths around alcohol consumption – such as:

  • “Spirits contain more alcohol than beer and wine”. In fact 25ml of distilled spirits  contains o unit of alcohol, versus over two units in a pint of lager. Spirits also have fewer calories than wine or beer – 25ml of distilled spirits has approximately 55 calories compared to 125 calories in an average 175ml glass of wine or around 180 calories in a pint of lager.
  • “Eating food means I can drink more”. In fact eating food only slows down how quickly alcohol is absorbed – it does not prevent it from having an effect on the body.
  • “Drinking coffee sobers people up faster.” Coffee might make people feel more awake, but the alcohol still remains in the body and takes about one hour per one drink to process.

The new DRINKiQ.com is also mobile-friendly and easy to use so that consumers can quickly access information  whenever they want.


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