SpiritsEuropes new consumer campaign highlights the different calorie counts for alcoholic categories

SpiritsEurope's new consumer campaign highlights the different calorie counts for alcoholic categories

The European spirits industry has stepped up its battle to persuade the EU to adopt a calories-per-serve policy for nutritional labels instead of per 100ml.

SpiritsEurope today launched a campaign that warns consumers may be confused by the larger metric and that it portrays spirits negatively compared to beer and wine. The trade body claims that using 100ml as a reference point for spirits "makes no sense" as it is not a typical serve for the category.

The campaign follows other efforts by SpiritsEurope to implement a calories-per-serve policy after the European Commission last year indicated it would introduce calorie-content and ingredient labelling on alcoholic drinks. Brewers in Europe have already agreed to label their products with nutritional information.

Brewers versus distillers in battle for nutrition control - click here for a comment from last year

SpiritsEurope director general Paul Skehan said today: "We fully agree we should provide information on calories and alcohol content; we want this information to be given per serving, on the basis of 10g of alcohol per glass, and not per 100ml. We strongly believe that using 100ml as a reference point for alcoholic beverage makes no sense, is deceptive and will confuse rather than inform consumers."

According to SpiritsEurope, spirits is the least-calorific alcohol category per serve.