Diageo has started to include Serving Facts—the alcoholic equivalent of Nutrition Facts—on its beverage packaging. Crown Royal has become the first alcoholic beverage shipped in the U.S. to feature nutritional information, including serving size, number of servings per bottle, alcohol content, number of calories and carbohydrates, protein and fat per serving and the U.S. Dietary Guidelines definition of a ‘standard drink.’
Diageo announced that it has begun shipping the labels to distributors to be sold to retailers. They will first be sold in the New York City and Washington, D.C. metropolitan areas. The liquor company plans to include the nutritional information on most Crown Royal packaging by 2016.
The UK-based company said it wanted to include nutrition information on its beverage packaging in the U.S. after the U.S. Treasury’s Alcohol Tax and Trade Bureau decided that serving facts could be included. Prior to the 2013 decision, the TTB did not allow companies to include nutritional information.
Guy Smith, EVP, Diageo North America, said he has been working on this issue for more than 10 years. “We are proud to take this latest step in the decade-long effort of our company, and that of the more than 70 consumer and public health groups that stood with us in support of labeling in 2003,” he said. “And we are grateful to the TTB [for] allowing the industry to give consumers the information they have been asking for.”