British alcoholic beverages company Diageo is including nutritional information on the packaging of its whisky brand Crown Royal to provide readily available facts to consumers.
Crown Royal is the first alcohol beverage brand to include a serving facts panel on its packaging.
The move follows the approval from the US Treasury's Alcohol Tax and Trade Bureau in 2013 to Diageo's request for serving fact information on beverage alcohol products, the company said.
A facts panel is included on the packaging giving details about the serving size, number of servings per container, alcohol by volume, number of calories and grams of carbohydrates, protein and fat per serving.
The packaging also includes the 0.6 fluid ounces of alcohol per drink definition given by the US Dietary Guidelines.
A research by FoodMinds revealed that 86% of US alcohol consumers agree that serving facts labels provide useful and relevant information.
Diageo North America executive vice-president Guy Smith said: "We are proud to take this latest step in the decade-long effort of our company, and that of the more than 70 consumer and public health groups that stood with us in support of labeling in 2003.
"We specifically commend the National Consumers League, the Center for Science in the Public Interest, the Consumer Federation of America, and Shape Up! America, who supported this important initiative from the beginning. And we are grateful to the TTB who are allowing the industry to give consumers the information they have been asking for."
Image: Crown Royal becomes first spirits brand to include serving facts panel on packaging. Photo: courtesy of PRNewswire / Diageo.
