Innovation: An information revolution
In May 2016, Smithwick’s became the first major beer brand in Ireland to provide consumers with full on-label alcohol content and nutritional information, including calories content, grams of alcohol per serve and warnings on drink driving and consuming alcohol during pregnancy.
The Smithwick’s labelling is part of the new Diageo Consumer Information Standards (DCIS) that will be included on all Diageo products. We developed the DCIS based on in-depth research of more than 1,500 consumers around the world to ensure the label designs reflected the way consumers want to receive – and can understand – information on alcohol content.
We believe that responsible and moderate drinking can be part of a balanced lifestyle. We want to provide consumers with the information, tools and resources that empower them to make informed choices about drinking or not drinking.