Diageo has committed to providing alcohol content and nutrition information per typical serving across its global product portfolio.
The voluntary move is the first of its kind for any alcohol company and “ will support consumers in making informed choices,” Diageo said. The intention was to provide information through the company’s responsible drinking website and on-pack in a majority of Diageo’s markets, subject to regulatory approval.
The company will work to establish a standard unit of alcohol measurement across the European Union, as it seeks to improve the existing 100ml serving nutritional requirements from which alcohol producers are currently exempt. “The 100ml basis on its own does not reflect the reality of the way drinkers consume alcohol,” Diageo said.
The labels could be similar to single-serving nutritional panels for which Diageo has received regulatory approval in the US.
“This could help reduce the misuse of alcohol – a goal shared by regulators, consumer organisations, health professionals and alcohol companies alike,” it added.
Diageo chief executive officer Ivan Menezes said: “Diageo puts the consumer at the heart of everything we do. 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.”
Ian Duncan, a member of the European parliament’s environment, public health and food safety committee, added: “Today’s announcement from Diageo is a fine example of their commitment to giving consumers the information that they need to make sensible decisions about alcohol. 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.”
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