Guinness becomes first beer to label nutritional content

Diageo's country director for Ireland, Oliver Loomes
Diageo's country director for Ireland, Oliver Loomes

Guinness has become the first global beer brand to provide Irish consumers with full on-label nutritional information and alcohol content.

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6 July 2017 | 0

Guinness has become the first global beer brand to provide Irish consumers with full on-label nutritional information and alcohol content. The move is part of an expansion of the Diageo labelling initiative to 500ml Guinness cans in the Republic of Ireland.

The new labels, designed to help consumers understand what’s in their glass, provide consumers with nutritional information on contents including calories, carbohydrates, protein and sugar as well as grams of alcohol per serving, and warnings on drink driving and consuming alcohol during pregnancy.

Guinness is the first global beer brand to provide consumers with this information, in a major expansion by Diageo of the hugely successful consumer led initiative that was rolled out last year on Smithwicks. The company says its expansion is part of an ongoing commitment to consumers, to provide them with information that will empower them to make informed choices on what they drink.

All 500ml Guinness can labels will contain warnings on drink driving and consuming alcohol during pregnancy. Consumers will also see the that a 500ml can of Guinness contains 17 grams of alcohol along with nutritional information pertinent to the can size.

Country director for Diageo Ireland, Oliver Loomes, said he believes Irish consumers want to make informed choices regarding what is in their glass. “At Diageo,” Loomes said, “we take enormous pride in our ability to listen to our consumers and bring them the great products they enjoy with the clear, concise and accurate information they can use to make the right choice for them.

“While this is a global standard and will eventually feature across all brands in all markets the decision to expand to Guinness 500ml cans means that almost 40% of the Irish beer market will be covered by the new labelling standard,” he added, “making Ireland a market leader in this regard.”

 

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