Diageo brands Smirnoff, Gordon’s Gin, Baileys and Captain Morgan will be its first to provide UK consumers with a voluntary health warning on pack.
The enhanced health information will direct individuals to DRINKiQ.com - a global resource which aims to give consumers the knowledge and tools to make informed choices around alcohol.
Alongside the updated labels, the business has also updated and relaunched its DRINKiQ website to provide additional information to support and educate a range of people with differing levels of alcohol consumption. The updated labels are currently in production and will first appear on 70cl and 1L bottles of Smirnoff as well as 1L bottles of Gordon’s Pink Gin in early 2021. Baileys and Captain Morgan will follow and then on pack across all brands in GB as old stocks are replaced.
The updated material available on DRINKIQ.com will include a new self-assessment test, based on the World Health Organization’s (WHO) ‘AUDIT Tool’ (alcohol use disorders identification test), to help people identify whether they may be drinking at harmful levels. Using the information provided, the tool directs individuals at risk to where they can find further information or help from health services.
This follows the launch of Society 2030: Spirit of Progress, Diageo’s 10-year sustainability action plan that in part focuses on positive drinking, and commits to a step change in Diageo’s work globally on preventing underage drinking, drinking and driving and heavy episodic drinking over the next decade. The relaunch of DRINKiQ will help deliver on the company’s target to reach one billion people with dedicated messages of moderation through its brands by 2030, and the website will provide a vital resource to champion health literacy and tackle harm.
Managing director of Diageo UK Dayalan Nayager said: “As the UK’s leading spirits producer, we think it is essential that our consumers make informed choices about alcohol. We want to change the way the world drinks for the better, and today’s initiatives are just the first step forward in our long-term global ambition to reach one billion people with messages of moderation over the next ten years.”