Leading the way in consumer information

Johnnie Walker has become the first global brand to provide on-pack per serving alcohol content and nutritional information.


Johnnie Walker Red Label

We recently announced that new labels for Johnnie Walker Red Label, the best-selling Scotch Whisky around the world, will go into production this autumn. By the end of the year, up to 30 million bottles of Johnnie Walker Red Label featuring per serving alcohol content and nutritional information will be on the shelves around the world. Updates to Johnnie Walker Black Label, Double Black, Gold Label Reserve, Platinum and Green Label are also planned for the first half of 2017.

The new labels are designed to help consumers understand what's in their glass, and this move underlines our commitment to providing consumers with the information they need to make decision about drinking as part of a balanced lifestyle.

The labels conform to the new Diageo Consumer Information Standards (DCIS) which came into force on 1 July 2016 and applies to all Diageo brands. We 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 designs of the new labels reflect the way consumers want to receive – and can understand – information on alcohol content. Those surveyed said that when too much information (especially small text) is placed on the label it can be confusing and they may ignore it all. Less information, clearly presented was a consistent request across all markets. The research also found that, of all the information that could be included, their preference was 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.

In order to share best practice for providing information in a way that is easy for consumers to understand, we are posting a public version of the DCIS here.

Carolyn Panzer, Director of Alcohol in Society, Diageo, said: “The new scheme is simple, clear and attractive – and most importantly, it’s based on what consumers want. There is no beverage of moderation, only a practice of moderation, and that is why we are committed to providing information on alcohol per serving, which enables people to compare the amount of alcohol in different kinds of drinks – from beer to bourbon – at a glance. Current labelling on most alcoholic beverages does not reflect how people consume alcohol and therefore does not allow consumers to understand how much alcohol is in their favourite drink or what is in their glass.”

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 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. 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.

From next month, cans and bottles of Ireland’s number one ale, Smithwick’s, will also hit the shelves with updated labels, and 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. Between them, Smithwick’s and Guinness account for 39 per cent of Ireland’s beer market.

Read the full news announcement.