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Crown Royal adds nutritional information to label


New bottles of Crown Royal will feature nutritional information like serving size, calories and carbohydrates. (Diageo)

Diageo, the liquor giant behind brands like Smirnoff, Captain Morgan and Guinness, announced last week that Crown Royal will now include nutritional information on the product label.

The moves makes the Canadian-made liquor the first alcoholic beverage shipped in the U.S. to feature a nutrition serving facts panel directly on its packaging.

In addition to detailing calories and alcohol by volume, the panel will display serving size, number of servings per container, and grams of carbohydrates, protein and fat per serving. Per a company statement, it will also state the current the U.S. Dietary Guidelines definition of a standard drink, which is 0.6 fluid ounces of alcohol.

“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,” said Guy Smith, Executive Vice President, Diageo North America.

In 2014, FoodMinds LLC conducted a consumer focused study and found that 86 percent of alcohol consumers across the country agreed that serving fact labels, as well as guidelines about standard drink sizing, would provide useful information.

Diageo, which has led the industry charge in providing nutritional information on its alcohol products, has published serving facts information about its brands on since 2006. Prior to a 2013 ruling by the U.S. Treasury’s Alcohol Tax and Trade Bureau (TTB), the alcohol lobby has successfully made it illegal for manufacturers of alcoholic beverages to provide serving facts on most labels of alcohol products.

Cases of the newly labeled Crown Royal began shipping out to distributors last Tuesday. From there, they’ll head out to retail outlets in New York City and Washington, D.C. metropolitan areas. The company plans to make sure most Crown Royal sold across the U.S. will feature nutritional info by 2016.