Diageo has committed to provide consumers around the world with alcohol content and nutrition information per typical serve – a first, it is claimed, for any alcohol company. 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.
Diageo CEO, Ivan Menezes said: “We are committed to ensuring our consumers have the best possible information from which to make informed choices about our products: this includes alcohol content and nutrition information per typical serve. Currently, there is 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.”
According to the drinks giant, providing information on the amount of alcohol per serve helps consumers understand how much they are drinking and could help reduce the misuse of alcohol.
In the EU, alcoholic drinks are currently exempt from providing nutrition information on labels, but other foodstuffs are required to do so per 100ml. Diageo said the 100ml basis on its own did not reflect the reality of the way drinkers consume alcohol, and 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, the world’s largest drinks company 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.
Ian Duncan, MEP for Scotland and Member of the European Parliament’s Environment, Public Health and Food Safety Committee, commented: “Providing both the nutrition and alcohol content of alcohol drinks, in an easy to understand ‘per serving’ format, is a major improvement on the confusing current system, where there are different measurements of alcohol units across the EU. This is a hugely positive step and one that the European Commission should reflect on, as it considers how to tackle harmful drinking.”