Counting calories in cocktails?
Reading nutrition labels is common practice for all food and drink categories except for one: alcohol. We know how easy it is to rack up calories with any alcoholic beverage, but without accessible labels on the bottle the actual numbers aren't as clear. Recently Diageo, the world’s largest spirits company, became the first alcohol company to voluntarily begin to include nutritional information on packaging for its products in the US and European market.
Whether this attention to nutrition will make consumers feel more or less prone to start comparing and switching their drink is still up in the air, but we can't help but think - is the lack of information a blissful negligence, or is this something we've been waiting for? Alcohol occasions, whether drank for a wine down or celebratory drink (or two, or three) loses enjoyment when counting calories with every sip.
Regardless of the consumer consumption impact, package design will be inevitably affected. Alcohol brands prior to this had the freedom to be creatively expressive in their package design, without needing to focus on anything but design itself. If regulations becomes policy, brands will now need to mix the beauty of design with the nutrition information of the alcohol itself to meet new consumer expectations. This new factor, over time, will introduces new notions to what consumers are looking for – and is something brands everywhere will have to adhere to.