UK: Diageo to roll out global information campaign
Diageo said today that it was rolling out a global consumer information policy, which will provide consumers with nutrition information and a responsible drinking reminder across its range of spirits, wines and beers.
"Diageo recognises that consumers want to make informed choices about what they drink. The purpose of the global consumer information policy, which will be rolled out across 180 markets, is to provide consumers with meaningful information in the best, least confusing ways possible. This information will be delivered through multiple communication channels, including labels and secondary packaging, a global website and consumer care-lines," a statement said.
The policy will include responsible drinking reminders and facts on nutrition, allergens and alcohol content/serve size.
The company said that the words "Drink Responsibly" (or a translation of) will appear on labels and secondary packaging. A responsible drinking reminder will appear on advertising tailored to the brand or local market.
Diageo will include an energy value on labels and secondary packaging unless local regulatory requirements demand otherwise. Within the EU, values will be provided for energy, protein, carbohydrates and fat. This information - also delivered through the global website and consumer care-lines - will not be provided in a way that implies health or dietary benefits, Diageo said.
Furthermore, where known allergens exist in our alcohol beverages, allergen statements will be provided on labels and secondary packaging, as well as through the global website and consumer care-lines.
Finally, alcohol content (ABV) information will be provided on labels and secondary packaging, the global website and consumer care-lines.
"We will support standard serve size/unit labelling in those markets where there is an agreed definition and recommended guidance on consumption from an authoritative source," the statement said.
Rob Malcolm, president, marketing, sales and innovation, Diageo, said: "The consumer is at the heart of everything that we do. We want our consumers to continue to enjoy the quality of our brands as part of a balanced and healthy lifestyle. Our consumer information policy is another voluntary step for Diageo and is also part of our wider commitment to responsible drinking. We recognise the importance of enabling them to make informed choices about what they drink. As a responsible and responsive company we have developed a policy which helps them to do this."
Around 10,000 packaging variations worldwide will be changed during the course of the roll-out, over a five-year period. New product launches, packaging renovations and promotional packaging changes will include the consumer information.
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