Diageo Gives Its Consumers Greater Transparency About What They Are Drinking

Strategic Brands(3BL Media/Justmeans) – This month, new alcohol drinking guidelines were issued by the British Government’s Department of Health, recommending that men and women in the U.K. should drink no more than 14 units of alcohol a week—the equivalent of six pints of average strength beer or seven glasses of wine—in order to keep their health risks low. These guidelines replace the previous ones on drinking, which were set out 21 years ago! Since then, there's a better understanding of the links between alcohol, cancer and heart disease. There is now awareness that the risks from alcohol start from any level of regular drinking and rise with the amount consumed. These new guidelines have been set to keep the risk of mortality from cancers or other diseases ‘low’.

Diageo, the alcohol brand, is advancing its commitment to give its consumers greater transparency, enabling them to make more informed choices about alcohol as part of a balanced lifestyle. The company has significantly improved the nutrition, calorie and alcohol content information available about all its products. This includes a breakdown of calories, carbohydrates and protein as well as, for the first time, details about saturated fat, sugar, caffeine and sodium content. This valuable information is available on its responsible drinking website DRINKiQ.com

The mobile-friendly website is easy to use. Consumers can quickly access information about what’s in their favorite cocktail on their phone, whenever they want. There is a useful tool called the ‘Drinks Calculator’ to help people calculate and track their alcohol and calorie intake. It provides responsible drinking tips and advice on how food, age, size and gender affect how the body processes alcohol, alongside the enhanced ‘What’s in your Drink’ tool.

The site also includes the truth behind some common myths around alcohol consumption—such as spirits contain more alcohol than beer and wine. Actually, 1.5 oz of distilled spirits (e.g. Smirnoff, Tanqueray) contains 0.6 oz alcohol, the same amount of alcohol as in a 12 oz glass of regular beer. And that spirits have fewer calories than wine or beer; the fact is, 1.5 oz of distilled spirits has approximately 96 calories, compared to 125 calories in an average 5 oz glass of wine or around 153 calories in a 12 oz glass of regular beer. DRINKiQ.com is available in 24 countries and 12 languages. It has been designed to ensure content is tailored to the environment and regulation in the consumer’s location, particularly legal purchase age.

As people become more and more interested in their diet and lifestyle choices, alcohol brands need to play their part. Consumers want nutritional information about what they drink, the same as they do with the foods they eat. People want clear and easy ways to know how much alcohol they are drinking. This information will enable people to understand what’s in their drink and to make more informed choices.

Photo Credit: Diageo