Crown Royal first in spirits to add serving facts panel

This is the latest step in Diageo’s commitment to making alcohol facts readily available and easily understandable for consumers.Since 2006, Diageo has provided serving facts information about its brands on its DRINKiQ website. Diageo will now continue to add this information to its labeling and packaging as brands change or update their labels.

Notes Diageo, a 2014 study conducted by FoodMinds LLC found that 86% of U.S. alcohol consumers agree that serving facts labels that include the 0.6 fluid ounces of alcohol per drink definition provide useful and relevant information, while 83% agree the same information on a label helps them understand the definition of a standard drink.The majority of respondents in the same study specifically indicated that beverage labeling that includes alcohol content per serving is helpful to them in following the recommended dietary guidelines for alcohol consumption.

Twelve years ago, Diageo stood with a coalition of consumer and public health advocates to publicly ask U.S. regulators to allow serving fact information on beverage alcohol products. In 2013 the U.S. Treasury’s Alcohol Tax and Trade Bureau (TTB) approved that request, finally allowing labels that include serving size, number of servings per container, alcohol by volume, number of calories, and grams of carbohydrates, protein, and fat per serving.Since that time, the TTB has approved a label that specifically references the U.S. Dietary Guidelines, which defines a drink as being 0.6 fluid ounces of alcohol. While producers have the option to include this serving facts information, it is not required.