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US: MillerCoors adopts nutrition labelling scheme with Miller64

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MillerCoors is increasing the amount of nutritional information it includes on its Miller64 brand in the US as part of new voluntary recommendations.

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The brewer, a JV between SABMiller and Molson Coors, claimed yesterday (20 February) that the 2.8% abv brand will be the first alcohol product in the US to feature more detailed labelling under the US Department of Treasury's Alcohol and Tobacco Tax and Trade Bureau guidelines. Under the voluntary measures, introduced last year, alcohol producers can now offer more nutritional information. 

This includes calories, protein and fat per serving. 

Gannon Jones, MillerCoors’ VP of brand marketing, flagged that Miller64 has 64 calories and 2.4 grams of carbs per 12oz serving. "We're proud to be the first US alcohol company to incorporate the new voluntary labelling guidelines and hope Miller64 drinkers find it beneficial," he said.

Miller64 was originally called MGD 64 when first launched in 2008. But MillerCoors changed the name in 2012 based, it said, on what consumers were referring to the beer as. 

Jones said MillerCoors hopes to expand its adoption of the voluntary nutritional labelling, but will start with Miller64 to learn more about consumer reaction.

To read an exclusive just-drinks interview with MillerCoors' sales president, click here.


Sectors: Beer & cider

Companies: SABMiller, Molson Coors

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