By the end of the year, up to 30 million bottles of Johnnie Walker Red Label with on-pack alcohol content and nutritional information per typical serve will be on the shelves around the world, helping consumers understand what’s in their glasses.
The labels conform to the new Diageo Consumer Information Standards (DCIS), which came into force on July 1 and will apply to all Diageo brands. The DCIS was developed by Diageo based on research of more than 1,500 consumers around the world, including people from North America, the UK, Mexico and Spain.
The new label designs reflect the way consumers want to receive – and can understand – information on alcohol content. Those surveyed said that when too much information (especially small text) is placed on a label it can be confusing and they may ignore it all. Less information clearly presented a consistent request across all markets. The research also found that, of all the information that could be included, their preference was for alcohol information (standard drink size, ABV, how many units), calories per serve, sugar content, allergens and brand facts, such as how a product is made and quality assurances.
Diageo Chief Executive Ivan Menezes says people should have the best possible information to make informed choices about what they drink: this includes alcohol content and nutritional information per typical serve.
“Johnnie Walker is one of our largest global brands, which means these new labels will arm millions of people around the world with clear information about what’s in their glass and in a way they can understand at a glance,” he said.
Updates to Johnnie Walker Black Label, Double Black, Gold Label Reserve, Platinum and Green Label are also planned for the first half of 2017.