Johnnie Walker will soon provide consumers around the world with on-pack alcohol content and nutritional information.
Beginning early autumn, new labels for bottles of Johnnie Walker Red Label go into production and will then be shipped to dozens of markets globally. By the end of the year, up to 30 million bottles of Johnnie Walker Red with on-pack alcohol content and nutritional information per typical serve will be on the shelves, says producer Diageo in a press release.
The labels conform to the new Diageo Consumer Information Standards (DCIS), which come into force tomorrow and will apply to all Diageo brands. Diageo developed the DCIS based on research of more than 1,500 consumers around the world, including people from North America, Great Britain, Mexico and Spain.
“The new label designs reflect the way consumers want to receive – and can understand – information on alcohol content,” the company says. Diageo found consumers preferred less information spelled out clearly, with a preference for alcohol information (standard drink size, ABV, how many units), calories per serve, sugar content, allergens and brand facts, such as how a product is made and quality assurances.
From next month forward, cans and bottles of the Irish ale Smithwick’s will also hit the shelves with updated labels. From early next year, Guinness Draught cans sold in the Republic of Ireland will also be updated to carry alcohol content and nutritional information per serve.
Updates to Johnnie Walker Black Label, Double Black, Gold Label Reserve, Platinum and Green Label are also planned for the first half of 2017.
This announcement forms part of Diageo’s strategy to “deliver its commitment to providing alcohol content and nutritional information per typical serve” through Diageo’s website DRINKiQ.com, and/or on-pack in a majority of Diageo’s markets subject to local regulatory approval, as soon as practicable.
In the first move to fulfil this commitment, the first shipment of Crown Royal labelled with macronutrient and calorie information was released in the US in October 2015.