- Associated Press - Saturday, June 1, 2013

WASHINGTON — Alcohol beverages soon could have nutritional labels like those on food packaging, but only if the producers want to put them there — for now.

The Treasury Department, which regulates alcohol, said this past week that beer, wine and spirits companies can use labels that include serving size, servings per container, calories, carbohydrates, protein and fat per serving. Such package labels have never before been approved.

The labels are voluntary, so it will be up to beverage companies to decide whether to use them on their products.

The decision is a temporary, first step while the Alcohol and Tobacco Trade and Tax Bureau, or TTB, continues to consider final rules on alcohol labels. Rules proposed in 2007 would have made labels mandatory, but the agency never made the rules final.


The labeling regulation, issued May 28, comes after a decade of lobbying by hard liquor companies and consumer groups, with clearly different goals.

The liquor companies want to advertise low calories and low carbohydrates in their products. Consumer groups want alcoholic drinks to have the same transparency as packaged foods, which are required to be labeled.

“This is actually bringing alcoholic beverages into the modern era,” says Guy Smith, an executive vice president at Diageo, the world’s largest distiller and maker of such well-known brands as Johnnie Walker, Smirnoff, Jose Cuervo and Tanqueray.

Diageo asked the bureau in 2003 to allow the company to add that information to its products as low-carbohydrate diets were gaining in popularity.

Almost 10 years later, Smith said he expects Diageo gradually to put the new labels on all of its products, which include a small number of beer and wine companies.

“It’s something consumers have come to expect,” Smith said. “In time, it’s going to be, why isn’t it there?”

Not all alcohol companies are expected to use labels. Among those that may take a pass are beer companies, which don’t want consumers counting calories, and winemakers, which don’t want to ruin the sleek look of their bottles.

The Wine Institute, which represents more than a thousand California wineries, said in a statement that it supports the ruling but “experience suggests that such information is not a key factor in consumer purchase decisions about wine.”

Spokeswoman Gladys Horiuchi said the group knows of no wine companies that plan to use the new labels.

The beer industry praised the agency for acknowledging that labels should take into account variations in the concentration of alcohol content in different products.

The industry has opposed the idea of defining serving size by fluid ounces of pure alcohol — or as 12 ounces of beer, 5 ounces of wine or 1.5 ounces of 80-proof liquor — on the grounds that you may get more than 1.5 ounces of liquor in a cocktail depending on what else is in the drink and the accuracy of the bartender.

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