Thursday, June 30, 2016


Diageo has today announced that its Johnnie Walker blended Scotch whisky, will be its first global brand to provide consumers with on-pack alcohol content and nutritional information.

Initially rolling out on bottles of Johnnie Walker Red Label, the new labels conform to the Diageo Consumer Information Standards, which come into force tomorrow and will apply to all Diageo brands.

Johnnie Walker Red Label with new alcohol and nutrition labelling

The Diageo Consumer Information Standards were developed and based on research of more than 1,500 consumers around the world, including participants from the UK, Spain, Mexico and North America.

The new label design reflects the way consumers want to receive and can understand information on alcohol content. Those surveyed said that when too much information is placed on the label it can be confusing and they may ignore it all.

The research also found that of all the information that could be included, their preference was for alcohol information; ABV, alcohol units, calories per serve, sugar content, allergens and brand facts, such as how a product is made and quality assurances.

Commenting on the news, Ivan Menezes, Chief Executive, Diageo said: "We believe 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."

The new labels for Johnnie Walker Red Label, will go into production in the autumn and up to 30 million bottles of Johnnie Walker Red Label, with the new on-pack alcohol content and nutritional information, will be available globally by the end of the year.

Label updates to Johnnie Walker Black Label, Double Black, Gold Label Reserve, Platinum and Green Label are also planned for the first half of 2017.

Posted by Steve Rush