Diageo has expanded the release of its on-label nutritional information and alcohol content initiative for Guinness beer brand to include 50cl cans in Ireland.

The labelling is part of the Diageo Consumer Information Standards (DCIS). It was launched last year and will be rolled out on all Diageo products in Ireland in the next 12 months.

DCIS is claimed to have been developed based on in-depth research of more than 1500 consumers around the world, to ensure that labels show what consumers want to know and understand the information related to alcohol content.

According to the brewer, the labelling helps customers understand, what’s in their glass and provide them with the information to take informed decisions.

Guinness claims to be first beer brand to have taken up such an initiative and is a follow up of Diageo’s initiative conducted last year on Smithwicks.

From now on, all of 500ml Guinness can labels will include warnings on drink driving and alcohol consumption during pregnancy. One of the prominent warnings that consumers will see, as per the Guinness is that a 500ml can of beer will contain 17 grams of alcohol along with the nutritional information. This will also be provided on 100ml serves.

Diageo Ireland Country director Oliver Loomes said: "Irish consumers want to make informed choices and increasingly they want to know what's in their glass.

At Diageo, we take enormous pride in our ability to listen to our consumers and bring them the great products they enjoy with the clear, concise and accurate information they can use to make the right choice for them.

"The new Guinness labels are part of our on-going commitment to engaging with and empowering Diageo consumers so they have the tools to make positive and informed choices about what they drink.

“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."


Image: Guinness to display alcohol content and nutritional information on beer cans. Photo: Courtesy of Diageo.