Diageo announced it will provide macronutritional information for its products on its labels where possible. Diageo has provided serving facts information about its brands on its DRINKIQ (www.DRINKiQ.com) website and plans to make changes to its labels in coming months as brands change or update their labels. Twelve years ago, Diageo along with consumer and public health advocates asked U.S. regulators to allow Serving Fact information on beverage alcohol products.

The Treasury’s Alcohol Tax and Trade Bureau (TTB) approved that request in 2013. Labels now can include serving size, number of servings per container, alcohol content, number of calories and grams of carbohydrates, protein and fat per serving. Since that time, the TTB has approved a label that specifically references the U.S. Dietary Guidelines, which defines a drink as being 0.6 fluid ounces of alcohol. Before the ruling by the TTB, it was actually not allowed in the U.S. for an alcohol manufacturer to list these basic serving facts about alcohol products on most of the packaging.

“The consumer is at the heart of everything we do, and making serving facts information available to people in an easy to understand format is what, according to our research and polling, today’s consumers want,” said Peter McDonough, President of Marketing and Innovation for Diageo North America.  “As a company that prides itself in promoting responsible consumption, we believe this information will help consumers make informed and responsible decisions about drinking.”