Diageo rolls out new labelling initiative
Consumers want more information about what’s in their drink and want it presented in a clearer way, according to research released today by global alcohol producer Diageo.
According to the study of over 1,000 Australians aged 18 and over, nearly three-quarters (73 percent) of consumers believe that it is important to have clear information about the number of standard drinks, calorie content and alcohol strength of their beverages. Research insights also show that women (52 percent) are significantly more likely to rate clearer labelling very important, than men (38 percent).
The research coincides with the announcement of a new voluntary labelling initiative launched by Diageo. The program introduces clearer ‘icon-led’ on-pack information panels including alcohol content and nutritional information per typical serve.
Diageo spokesperson Kylie McPherson said the new labelling has been introduced in response to consumer needs and social trends.
“As part of our commitment to responsible drinking, we’re always looking for ways to help consumers make the most informed decisions around drinking, or choosing not to drink. This initiative helps consumers have clearer information about what’s in their glass, and in a way that they can easily understand it at a glance,” she said.
“More and more people are becoming conscious about what they’re consuming and wanting to make the right choices around alcohol. While we are seeing trends in consumers wanting to lead a more balanced lifestyle we know that people also want to be armed with the right information when it comes to alcohol consumption.
“With the rise of fitness trackers and calorie counting apps, people are becoming increasingly conscious of what they are consuming.”
The research reaffirms the need to provide consumers with more information about what’s in their drink with two in three Australians (69 percent) stating that having clear information would influence their choice of beverage. This is the most significant amongst more social age groups (being 74 percent of 18 to 34 year olds versus 67 percent of consumers aged 35+).
Research insights also highlight information gaps in existing alcohol labelling, given calories aren’t currently detailed on most labels. Over half (57 percent) of Australians find it difficult to work out the calorie content within a serve of alcohol, and 87 percent of people have no understanding of the calorie content in their favourite drink.
“The new labelling makes this clearer with its icon-led design showing the serve size (e.g. 30ml) and how many standard drinks that equals,” said McPherson.
Bundaberg Rum Original is the first brand to receive the updated information panels and will be followed by a roll out across the wider Diageo portfolio.
Updated Bundaberg rum bottle cans.
Updated Bundaberg bottle lable.
Old Bundaberg rum lable.