Guinness is to become the first global beer brand to provide Irish consumers with full on-label nutritional information and alcohol content, with the expansion of the Diageo labelling initiative to 500ml Guinness cans in the Republic of Ireland.
The new labels provide consumers with nutritional information on contents including calories, carbohydrates, protein and sugar as well as grams of alcohol per serve and warnings on drink driving and consuming alcohol during pregnancy.
The labelling is part of the Diageo Consumer Information Standards (DCIS) launched last year, initially with Smithwicks, and which will be rolled out on all Diageo products in the next 12 months.
The research found that as well as good design, consumers preferred information on alcohol per serve, calories per serve, sugar content, allergens and brand facts.
The new consumer standard is now also available on Smithwicks, Johnnie Walker Red Label, and on Diageo’s new Irish Whiskey, Roe&Co.
Diageo Ireland Country Director, Oliver Loomes, said: “The new Guinness labels are part of our ongoing commitment to engaging with and empowering Diageo consumers so they have the tools to make positive and informed choices about what they drink. While this is a global standard and will eventually feature across all brands in all markets, the decision to expand to Guinness 500ml cans means that almost 40% of the Irish beer market will be covered by the new labelling standard, making Ireland a market leader in this regard.”