Dive Brief:
- Diageo has revamped its DRINKiQ.com site to increase transparency and provide more nutritional information about its brands.
- Diageo updated the nutrition, calorie, and alcohol content information for all its brands on the site, including the addition of new information regarding saturated fat, sugar, caffeine, and sodium content on top of the breakdown of calories, carbohydrates, and protein originally featured.
- DRINKiQ also includes an updated "What's in your Drink" tool, new tools like the "Drinks Calculator," which allows consumers to track their alcohol and calorie intake, and tips for responsible drinking and determining how alcohol might affect a person's body based on details like food, age, size, and gender.
Dive Insight:
The enhanced site is part of Diageo's commitment to provide more nutritional information about its products, both on DRINKiQ.com and directly on packaging, as announced last March. In October, Crown Royal became the first alcohol brand shipped in the U.S. that had nutritional information on the product's packaging.
"We know that consumers want nutritional information about what they drink —just as they do with the foods they eat; they also want a clear and easy way to know how much alcohol they are drinking," Carolyn Panzer, Diageo's Alcohol in Society director, said in a statement.
Diageo and other alcohol producers have to contend with the UK's new alcohol guidelines, which reduced the recommended weekly alcohol consumption for men and said no amount of alcohol is devoid of health risks. In contrast, the 2015 Dietary Guidelines released in the U.S. earlier this month said that moderate alcohol consumption can be part of a healthy diet; there are beer, wine, and spirits companies that call the U.S. their largest market.
Trying to reach consumers through digital channels is increasingly becoming an industry give-in. The North American Meat Institute recently debuted its transparency effort website, MyMeatUp.org.