Smithwick’s is the first beer brand in Ireland with new labels detailing alcohol content and nutritional information.
The labels will state the calorie content, grams of alcohol per serving, warnings on drink driving, and consuming alcohol during pregnancy.
Diageo Ireland said the labelling was being introduced to help consumers make more informed and clear choices when buying alcohol.
The drink’s company said the labelling is part of its new consumer information standards that come into force today and would be rolled out across all Diageo products.
It said the standards are based on the views of 1,500 consumers worldwide so that labels provide information on alcohol content in a way that consumers wanted and can understand.
Diageo said it is committed to providing locally accurate additional consumer information on its labels in all the markets in which it operates, making it the first global alcohol company to offer such information.
Global Diageo brands will display the new label by the end of the year and the drinks company hopes to apply the new labelling standards across the Guinness range early next year.
Diageo company director Oliver Loomes said the new labelling standard would provide consumers with clear information on what was in their glass.
“We want to provide consumers with the tools to make positive choices and this initiative is part of that ongoing process,” she said.
Minister of State at the Department of Agriculture, Food and Marine, Andrew Doyle, welcomed the launch of the Diageo consumer information standard.
“I am particularly pleased that Smithwicks, a brand rooted in Irish heritage, will become one of the first beer brands in the world to provide this information on its cans and bottles,” he said.
Alcohol Action Ireland said it is “welcome news” that some alcohol brands would be getting a headstart on provisions set out in the Public Health (Alcohol) Bill.
The bill that had reached the committee stage before the Seanad general election was restored to the order paper last month.
“The way we sell and promote alcohol currently does not reflect the risks attached to it and the harm it causes in Irish society, including three deaths every day,” said AAI spokesman Conor Cullen.
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