Diageo claims to be the first alcohol company to include a serving facts panel on its spirits packaging in the US.

The company has begun shipping cases of its Crown Royal Canadian whisky brand, which now includes serving size, number of servings per container, alcohol by volume, number of calories and grams of carbohydrates, protein and fat per serving, and the US Dietary Guidelines definition of a standard drink, which is 0.6 fluid ounces of alcohol.

In 2005, the company announced it would include this information on the Crown Royal website.  At the same time, it went on to urge the federal government to adopt regulations that would allow spirits, beer and wine companies to place this information on the labels of its bottles and cans.

Guy Smith, executive VP at Diageo North America, said: “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 labelling in 2003. 

“We specifically commend the National Consumers League, the Center for Science in the Public Interest, the Consumer Federation of America, and Shape Up! America, who supported this important initiative from the beginning. And, we are grateful to the TTB who are allowing the industry to give consumers the information they have been asking for.”

In August, Kirin's Lion began listing nutritional information on its brands in Australia.