Top Beer Brands will Now List Calorie Counts on their Products in Europe; North America Next

Alcoholic drinks sold in Europe will soon feature labels detailing their nutritional contents. The move comes after four of the largest brewers of the world confirmed that they would support a proposal to print calorie counts on their products. After Europe, a similar change will also be adopted in the United States.

The largest trade body that represents brewers in the European region—The Brewers of Europe—said this week that its members would soon list nutritional information as a practice on all of their products. The four major beer makers that endorsed the proposal were SABMiller PLC, Carlsberg A/S, Heineken NV and Anheuser-Busch InBev SA. Some of these will start printing the labels as early as the first week of April.

There has been mounting pressure on alcohol producers to follow on the same lines as food manufacturers and make known the nutritional contents of their products to consumers. This has especially been the case in developed markets where health-centric purchase decisions are impact market dynamics like never before. According to the International Food Information Council Foundation, a survey conducted in 2014 showed that about 71% American regarded the attribute of ‘healthfulness’ an influencer on their purchase decision. This figure is 58% higher than that recorded in 2010.

The use of similar labels could be seen in the U.S. market in the next two months on the products of Diageo PLC, which is the largest alcoholic beverages company in the world. The company has already announced that it will be providing calorie content per-serving on its popular products such as Guinness and Smirnoff vodka.

However, a few other brands such as SABMiller have already taken a lead in this initiative since 2008. But the company listed nutritional information on its website and not on its products hitherto.


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