Diageo has launched an initiative to provide consumers with information relating to alcohol content, as well as nutritional information per standard unit, on alcoholic beverages.
Johnnie Walker Red Label will be the first Diageo brand to begin the initiative, with more than 30 million bottles to be distributed with the new labels by the end of the year.
Johnny Walker Black Label, Double Black, Gold Label Reserve, Platinum and Green Label will also include the new labels by early 2017.
Diageo's Ivan Menezes said, "Consumers should have the best possible information to be able to make informed decisions about what they drink. This includes alcoholic content and nutritional information."
Starting in July 2016, cans and bottles of Smithwick's Irish beer will also sit on shelves with updated packaging, and starting next year, all Guinness Draught sold in Ireland will follow.
The initiative is part of Diageo's new information policy, which entered into effect on 1 July.
The strategy was developed after the group ran a poll interviewing over 1,500 consumers in countries including the United States, Canada, Mexico, UK and Spain.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Gabriela Guédez. To subscribe to ESM: The European Supermarket Magazine, click here.
