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Diageo Ireland Introduces New Alcohol Labelling Standards

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Diageo Ireland Introduces New Alcohol Labelling Standards

Diageo Ireland Introduces New Alcohol Labelling Standards
July 04
09:08 2016
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Diageo Ireland has announced that it is rolling out new, more detailed and consumer friendly labelling standards for its products in Ireland. Smithwick’s will be the first brand in the Irish market to display the new labels, which provide consumers with full on-label alcohol content and nutritional information, including calories content, grams of alcohol per serve and warnings on drink driving and consuming alcohol during pregnancy. Diageo Ireland is the first drinks company in the Irish market to bring this labelling to consumers, an initiative which is being introduced to support consumers in making more informed and clear choices when purchasing alcohol products.

The labelling is part of the new Diageo Consumer Information Standards (DCIS), which is being rolled out on all Diageo products. Diageo developed the DCIS based on in-depth research of more than 1500 consumers around the world, to ensure the label designs reflected the way consumers want to receive – and can understand – information on alcohol content.

DiageoIreland2July2016Diageo has made a global commitment to provide locally accurate additional consumer information on its labels in all the markets it operates in, making it the first global alcohol company to offer such information. Smithwick’s will be the first Diageo product to display the new label, with global Diageo brands like Johnnie Walker also set to display the new label by the end of 2016. Diageo Ireland expects to see the new labelling standards across the Guinness range in early 2017.

Oliver Loomes, Country Director, Diageo Ireland, says: “Diageo Ireland is implementing this new labelling standard to provide consumers with clear information about what’s in their glass. This information comes as part of our commitment to providing the best possible information for consumers, empowering them to make informed choices about what they drink. We want to provide consumers with the tools to make positive choices and this initiative is part of that ongoing process.”

This announcement forms part of Diageo’s strategy to deliver its commitment to providing alcohol content and nutritional information per typical serve through Diageo’s responsible drinking website ( and/or on-pack in a majority of Diageo’s markets subject to local regulatory approval, as soon as practicable.

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