Alcoholic beverage giant Diageo has started delivering cases of its whisky brand Crown Royal with additional nutritional information on its packaging.
The packaging modification provides its consumers with recommended dietary guidelines for alcohol consumption.
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In 2013, the firm had secured approval from the US Treasury’s Alcohol Tax and Trade Bureau to deliver factual information on its alcoholic beverage products.
This modified packaging features a panel on which the firm indicates facts including serving size, number of servings per container, alcohol by volume, number of calories and grams of carbohydrates, protein and fat per serving.
It also defines the 0.6 fluid ounces of alcohol per drink as specified under the US Dietary Guidelines.
Diageo North America executive vice-president Guy Smith said: "We are proud to take this latest step in the decade-long effort of our company, and that of the more than 70 consumer and public health groups that stood with us in support of labeling in 2003.
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By GlobalData"We specifically commend the National Consumers League, the Center for Science in the Public Interest, the Consumer Federation of America, and Shape Up! America, who supported this important initiative from the beginning.
"And we are grateful to the TTB who are allowing the industry to give consumers the information they have been asking for."
Crown Royal is the first spirits brand to introduce such packaging modifications to spread awareness among its consumers.
Image: An example of the modified packaging featuring a panel on which facts are indicated. Photo: courtesy of PRFoto / Diageo.
