Diageo’s Guinness beer brand to provide on-label alcohol nutritional content


Alcoholic beverage company Diageo has expanded its nutritional labelling initiative to Ireland's beer brand Guinness.

As part of a consumer-led initiative for improved product clarity, complete on-label nutritional information and alcohol content will be displayed on Guinness’ 500ml beer cans. A similar initiative was conducted last year for Diego's brand Smithwicks. 

With the new labels, Irish consumers will be able to access information such as calories, carbohydrates, protein, and sugar content, as well as grams of alcohol-per-serve and warnings of the dangers of drink driving and consuming alcohol during pregnancy.

Diageo's Ireland country director Oliver Loomes said: "The new Guinness labels are part of our ongoing commitment to engaging with and empowering Diageo consumers so they have the tools to make positive and informed choices about what they drink.

"The new Guinness labels are part of our ongoing commitment to engaging with and empowering Diageo consumers."

“While this is a global standard and will eventually feature across all brands in all markets, the decision to expand to Guinness 500ml cans means that almost 40% of the Irish beer market will be covered by the new labelling standard, making Ireland a market leader in this regard."

The labelling initiative is part of the Diageo Consumer Information Standards (DCIS) launched by the company last year. It will be applied to all of its products in Ireland in the next 12 months.

DCIS is also available on Johnnie Walker Red Label and Roe&Co, the company’s new Irish Whiskey.


Image: The new labels contain nutritional information on contents including calories, carbohydrates, protein and sugar. Photo: © Diageo.