Diageo said it will become the first alcohol company in the UK to introduce a voluntary health warning on pack, with the guidance set to appear on Smirnoff, Gordon’s Gin, Baileys and Captain Morgan labels.
The move coincides with the re-launch of dedicated responsible drinking website DRINKiQ.com. The enhanced health information will direct individuals to the website, which includes a new screening tool to help people identify whether they may be drinking at harmful levels.
The updated labels 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 new self-assessment test on DRINKiQ is based on the World Health Organization’s ‘AUDIT Tool’ (alcohol use disorders identification test). Using the information provided, the tool directs individuals at risk to where they can find further information or help from health services.
This test will sit alongside existing resources, including the DRINKiQ quiz and lifestyle features. The newly enhanced website, which is now live, has been updated to include the latest government guidance around drinking alcohol, with a stronger focus on mental health as well as physical health.
“As the UK’s leading spirits producer, we think it is essential that our consumers make informed choices about alcohol,” commented Dayalan Nayager, managing director Diageo UK.
“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.”
As well as retaining information previously displayed, information on the new labels will include the up-to-date Chief Medical Officer’s guidance, IARD’s 18 age restriction commitment, and a new enhanced warning, “Alcohol may cause health problems. For more information, visit DRINKiQ.com”.
To use this website you must be aged 18 years or over. Please verify your age before entering the site.
