DIAGEO CONSUMER INFORMATION STANDARDS - SUMMARY (DCIS) · DIAGEO CONSUMER INFORMATION STANDARDS - SUMMARY (DCIS) ... at the heart of our commitment to communicate responsibly

CONTAINS MILK

DRINKiQ.COM

67KCAL

276kJ

=

ALCOHOL

PER 30ml 276 67 0g0g 0g 0g 0g0g

30ml alc 40% vol

DIAGEO CONSUMER INFORMATION STANDARDS - SUMMARY(DCIS)

JULY 2016

2

APPROACH

Diageo Consumer Information Summary

At Diageo we believe that responsible and moderate drinking can be part of a balanced lifestyle. We want to provide consumers with the information, tools and resources to make informed choices about drinking or not drinking. That’s why we are leading the industry by providing on-pack alcohol content and nutritional information per serve, in an icon-led design that is easy for consumers to understand.

The Diageo Consumer Information Standards (DCIS), together with the Diageo Marketing Code, are at the heart of our commitment to communicate responsibly about our brands, ensuring that there are minimum standards covering all of our labelling, advertising and promotion activities.

We are implementing our Standards as we renovate packaging and introduce new products, with a number of our global brands coming on board by the end of this year. Implementing the DCIS is an essential part of our commitment to being a sustainable and responsible company that is widely trusted and respected, and is mandatory for all of Diageo’s packaging and labelling across the whole of our incredible portfolio of brands which are sold in 180 countries around the world.

In order to deliver on our commitment to provide on-pack nutritional information on all our products, we conducted research with more than 1500 consumers around the world to determine what information to include and how best to do so. Those surveyed said that when too much information (especially small text) is placed on the label it can be confusing and they may ignore it all, and less information, clearly presented was a consistent request across all markets.

Good design makes a dramatic difference to how well information is found and understood. Features that help include:

• Consistent layout – knowing where to look for information on every pack

• Grouping similar information together such as responsible drinking symbols

• Icons are significantly faster to understand than words

• Simple charts are preferred (a simpler nutritional chart with larger text is preferred).

Of all the information we could provide, consumers told us that their preference is for:

• Alcohol information (how many grams, units, ABV)

• Calories per serve

• Sugar content

• Allergens

• Brand facts (how it’s made, quality).

On the back of this feedback, we developed a new design and tested it in smaller focus groups. As the world’s leading premium drinks business, we wanted to prove that is possible to give people important information in a way that is relevant and helpful to them, but also in-keeping with our beautiful packaging.

The new design tested well in terms of attractiveness, quality of information, clarity and easiness to understand. It was well received by people we spoke to, who see it as promoting responsible drinking. In addition to our consumer research, we have also taken stakeholder concerns into account as well as industry commitments. Together, these inputs led us to update the DCIS.

Our commitment:

PRINCIPLES 1. OVERVIEW


3

Scope

The DCIS provide the mandatory minimum standards for the information that must be included on labels and packaging.:

• Up to three responsible drinking symbols (and must have at least one)

• DRINKiQ.com

• Alcohol content and nutritional information per serve

• Alcohol content (ABV)

• List of allergens

• Recycling and sustainability symbols.

This mandatory information must appear in all geographies (where legally permitted), and on all Diageo-owned brands including:

• All new brands, variants and new market roll-outs

• All repackaged and renovated product.

Global Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking (except for nutritional information) apply to all packs 50ml and above. The nutritional information system applies to all single serve containers and spirit products 500ml and above. All information applies to sachets regardless of size.

Exempt from these guidelines are:

• Fonts, taps, and dispense equipment

• Advertising and promotional items such as gift with purchase; these are covered by the Diageo Marketing Code.

Laws, codes and policies

Our consumer information standards must comply with all applicable laws, regulations and industry codes.

• These standards set out global minimum requirements that apply everywhere

• Our consumer information standards must also comply with the letter and spirit of all applicable national laws, local regulations and self-regulatory codes of practice which we subscribe to

• Where local laws, regulations or codes of practice impose additional or more stringent requirements, then those additional requirements must also be met.

Time frame for implementation

• All primary packaging must be compliant with the requirement to have responsible drinking symbols by December 2017 in accordance with the Global Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking. A significant proportion of primary packaging has been changed to add responsible drinking symbols, therefore all

other requirements of the DCIS should be implemented on new brand innovations and when renovating existing brands

• If secondary packaging units are unable to comply within the time frame, they must do so as quickly as possible after this

• If, pending regulatory delays, one element of the DCIS cannot be included on the label, then other elements should be implemented, and the outstanding element introduced during the next renovation.

Monitoring

As a signatory to the Global Beer, Wine and Spirits Producers’ Commitments, we must report progress annually on the inclusion of responsible drinking symbols and DRINKiQ.com on our packaging. Progress by all signatories, not just Diageo, will be externally assured and reported publicly. Our Brand Technical teams will be responsible for tracking this information.

APPROACH


4

APPLIED LAYOUT DETAILED & SIMPLIFIED NUTRITIONAL SYSTEMS


Below is an example of the detailed nutritional system applied to a back label using this layout.

When the back label doesn’t allow enough space for the detailed nutritional system then the simplified nutritional system should be used.

Brand logo & romance / quality copy Romance / quality copy should be written in a brand specific font.


(Left) Global Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking(Centre) Units / serve per bottle

(Right) Alcohol and calories per serve

Nutritional information

Allergen information / DRINKiQ.COM website

DRINKiQ.COM website

Additional mandatories, barcode, recycling icon, ABV percentage and volume

Suspendisse ultrices, justo ut sagittis lobortis, purus lacus posuere lorem, ut pulvinar neque quam non justo.

700mlalc 17% vol

PLEASE RECYCLE

Brand

Integer sed ante commodo, egestas velit et, varius augue. Aliquam vitae posuere neque. Suspendisse vitae libero a nibh porta pellentesque in vel nis. Proin consequat augue ultrices libero posuere luctus. In hac habitasse platea dictumst. Ut ut cursus leo, in fringilla lectus. Curabitur mattis tortor a massa.

NUTRITIONAL INFORMATION

CONTAINS MILK

kJ SALTPROTEIN SUGARCARBSSATURATESFAT

PER 30ml 408 98 0.8g2.4g 7.2g 6g 0g4.2g

KCAL

98KCAL

408kJ= =

ALCOHOL30ml 4 g

FOR MORE INFORMATION VISIT DRINKiQ.COM

2330ml

X

Layout (detailed nutritional system):- bottle label

Layout (simplified nutritional system):- bottle label / can only

2530ml

X =30ml

67KCAL276kJALCOHOL


Suspendisse ultrices, justo ut sagittis lobortis, purus lacus posuere lorem, ut pulvinar neque.

10 g

Brand

PLEASE RECYCLE

Proin consequat augue ultrices libero posuere luctus. In hac habitasse platea dictumst. Ut ut cursus leo, in fringilla lectus. Curabitur mattis tortor a massa volutpat, quis faucibus risus interdum. Morbi molestie lectus eu lectus posuere dignissim. Etiam ac sem tortor consequat augue ultrices libero.Proin consequat augue ultrices libero posuere luctus. In hac habitasse platea dictumst. 750ml

alc 40% vol Additional mandatories, barcode, recycling icon, ABV percentage and volume

(Left) Global Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking(Centre) Units / serve per bottle (Right) Alcohol and calories per serve

Below is an example of the simplified nutritional system applied to a back label using this layout.

Detailed layoutexample

Simplified layoutexample

There are two variations of the layout; one that uses the detailed nutritional system and one that uses the simplified nutritional system. Where possible and when space allows the detailed nutritional system should be used.

4

5

APPLIED LAYOUT (SECONDARY PACKAGING) DETAILED NUTRITIONAL SYSTEM ONLY


Below is an example of the detailed nutritional system applied to secondary packaging. The detailed nutritional system should always be used on secondary packaging (as there will always be enough space).

(Left) Global Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking(Centre) Units / serve per bottle (Right) Alcohol and calories per serve

Nutritional information

DRINKiQ.COM website

Additional mandatories (Barcode & recycling icon only can be placed on the bottom panel or another side panel)



PER 30ml 276 67 0g0g 0g 0g 0g0g

KCAL

67KCAL

276kJ= =

ALCOHOL30ml

INTEGER SED ANTE COMMODO, EGESTAS VELIT ET, VARIUS AUGUE. ALIQUAM VITAE POSUERE NEQUE. SUSPENDISSE VITAE LIBERO A NIBH PORTA PELLENTESQUE IN VEL NIS.

INTEGER SED ANTE COMMODO


CONSECTETUR ADIPISCING ELIT. NULLA

SOLLICITUDIN BIBENDUM MASSA EU DIGNISSIM.

MAECENAS JUSTO DIAM, ELEMENTUM ET VARIUS

EU, TINCIDUNT AC RISUS. VESTIBULUM RHONCUS

JUSTO PURUS, ID MATTIS RISUS FAUCIBUS ID. IN

NISL VELIT, ELEIFEND VITAE AUGUE UT,

VULPUTATE ULTRICES TORTOR. CRAS QUIS NIBH

VEL ARCU TINCIDUNT TEMPUS.

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR

ADIPISCING ELIT. CURABITUR CONVALLIS ARCU

VEL ORCI LAOREET MOLESTIE. MAECENAS

CONVALLIS LIGULA IN MAURIS FERMENTUM

ELEIFEND. PELLENTESQUE TEMPOR FELIS ID

COMMODO TRISTIQUE. VIVAMUS RUTRUM

VESTIBULUM ENIM AC TINCIDUNT. VESTIBULUM

ANTE IPSUM PRIMIS.

INTEGER SED ANTE COMMODO, EGESTAS VELIT ET,

VARIUS AUGUE. ALIQUAM VITAE POSUERE NEQUE.

SUSPENDISSE VITAE LIBERO A NIBH PORTA

PELLENTESQUE IN VEL NISI. INTEGER AC

PELLENTESQUE LIBERO. MAURIS DOLOR PURUS,

FRINGILLA VITAE MAGNA ET, PORTA MAXIMUS EST.

SUSPENDISSE ENIM ELIT, RUTRUM ET SODALES.

Brand

BrandIcon

750mlalc 40% vol

10 g2530ml

X

Layout (detailed nutritional system):- secondary packaging


Detailed layoutexample

6

IMPLEMENTATION PRINCIPLES WORLDWIDE NUTRITIONAL SYSTEM OVERVIEW


Due to country specific regulations the nutritional system may vary between countries. Below is the proposed nutritional system layout.


PER 30ml 276 67 0g0g 0g 0g 0g0g

KCAL

67KCAL

276kJ= =

ALCOHOL30ml 10 g

KJ SALTPROTEIN SUGARCARBSSATURATESFAT

PER 100ml

PER 30ml

919

276

222

67

0g

0g

0g

0g

0g

0g

0g

0g

0g

0g

0g

0g

KCAL

UK CHIEF MEDICAL OFFICERS

RECOMMEND ADULTS DO NOT REGULARLY

EXCEED:

UNITS A DAY2-3

=56KCAL

230kJ

UK UNITS1.21.2

UKUNITS

28 25ml


AND DRINKiQ.COMFOR MORE INFORMATION VISIT DRINKAWARE.CO.UK



276 67 0g0g 0g 0g 0g0g

67KCAL

276kJ= =

ALKOHOL30ml 10 g25

30ml X

2530ml

X

DRINKiQ.COM

PRO 30ml

919 222 0g0g 0g 0g 0g0gPRO 100ml

ERNÄHRUNGS INFORMATION / NÆRINGSINDHOLDINFORMACJE ŻYWIENIOWE

kJ MÆTTEDE FEDTKCAL SALTPROTEINSUKKERKULHYDRATERSÄTTIGTFETT SALZEIWEISSZUCKERCARBS

KWASY TŁUSZCZOWENASYCONE

TŁUSZCZ SÓLBIAŁKOCUKIERWĘGLOWODANY

FÜR WEITERE INFORMATIONEN BESUCHEN SIE / FOR MERE INFORMATION BESØG / ABY UZYSKAĆ WIĘCEJ INFORMACJI NA STRONIE


PER 30ml 276 67 0g0g 0g 0g 0g0g

KCAL

67KCAL

276kJ= =

ALCOHOL30ml 10 g


PER 100ml

PER 30ml

919

276

222

67

0g

0g

0g

0g

0g

0g

0g

0g

0g

0g

0g

0g

KCAL



EXCEED:

UNITS A DAY2-3

=56KCAL

230kJ

UK UNITS1.21.2

UKUNITS

28 25ml





276 67 0g0g 0g 0g 0g0g

67KCAL

276kJ= =

ALKOHOL30ml 10 g25

30ml X

2530ml

X

DRINKiQ.COM

PRO 30ml

919 222 0g0g 0g 0g 0g0gPRO 100ml


kJ MÆTTEDE FEDTKCAL SALTPROTEINSUKKERKULHYDRATERSÄTTIGTFETT SALZEIWEISSZUCKERCARBS

KWASY TŁUSZCZOWENASYCONE

TŁUSZCZ SÓLBIAŁKOCUKIERWĘGLOWODANY

FÜR WEITERE INFORMATIONEN BESUCHEN SIE / FOR MERE INFORMATION BESØG / ABY UZYSKAĆ WIĘCEJ INFORMACJI NA STRONIE

Worldwide nutritional system:

Multiple language nutritional system:

• The worldwide nutritional system illustrates how many serves are in the bottle icon, along with the standard serve size (glass icon)

• Standard serve size is 30ml (market dependent)

• Grams of alcohol is used to measure alcohol content within the drink and is shown within the droplet icon. The amount of grams will vary depending on the % ABV and size of pour in glass.

In countries where the serving size is not defined or regulated, the default size will be 10g. This is the most common standard drink size among countries that define one, and equates to: A 30ml measure of spirits (40% ABV)

A 100ml glass of table wine (12% ABV)

A 250ml glass of regular strength beer (5% ABV)

• Multiple languages may need to be used for some countries and the detailed nutritional system should be updated accordingly. Please see example (left).

7

IMPLEMENTATION PRINCIPLES NUTRITIONAL SYSTEM IN DETAIL



PER 100ml 920 224 0g0g 0g 0g 0g0g

PER 30ml 276 67 0g0g 0g 0g 0g0g

KCAL


PER 100ml

PER 30ml

919

276

222

67

0g

0g

0g

0g

0g

0g

0g

0g

0g

0g

0g

0g

KCAL



EXCEED:

UNITS A DAY2-3

=56KCAL

230kJ

UK UNITS1.21.2

UKUNITS

28 25ml





920 224 0g0g 0g 0g 0g0g

276 67 0g0g 0g 0g 0g0g

67KCAL

276kJ= =

ALKOHOL30ml 10 g25

30ml X

FOR MERE INFORMATION BESØG DRINKiQ.COM

PRO100ml

PRO 30ml


kJSÄTTIGT

MÆTTEDE NASYCONY

FETTFEDT

GRUBYKCAL SALT

SALZ

SÓLPROTEINEIWEISS

BIAŁKOSUKKERZUCKER

CUKIERKULHYDRATER

CARBS

WĘGLOWODANY

67KCAL

276kJ= =

ALCOHOL30ml 10 g25

30ml X

Icons have been developed to create a clear and simple design system that is easy for consumers to understand. The following information provides an explanation of and guidance on the icon system:

• Responsible drinking symbols The nutritional system incorporates two responsible drinking symbols into the design. Due to country specific regulations, some countries may have to have more or less than two.

• Bottle icon The bottle icon advises how many standard serves per bottle. The standard serve measurement is shown within the glass icon inside the bottle and can change between metric and imperial measurements depending on market

• Different bottle icons can be used depending on the brand.

• Glass icon The glass icon is used to represent the standard serve measurement. The amount is shown within the glass icon and can change between metric and imperial measurements depending on market.

• Droplet icon The droplet icon illustrates the grams of alcohol per serve. Grams of alcohol are used to measure alcohol content within the drink

• Alcohol measure may vary according to local country regulations.

• Calories per serve Calories per serve is provided to inform the consumer of the calorie content. Calories per serve should include KJ (above) and KCAL (below) with a line divide. KCAL should be the prominent figure and be slightly bigger in size than KJ’s.

• Calories per 100ml (only where mandatory) When the detailed nutritional system isn’t used on pack to communicate the calories per 100ml and the simplified system is used instead, calories per 100ml can be written in one line (or stacked if space is restricted).

The equals sign (=) should always be placed between the icons (as per nutritional system above) to represent one standard serve equals...

(Left) Global Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking

(Centre) Serves per bottle

(Right) Alcohol and calories per serve

Nutritional information- Example of how per 100ml values can be applied tothe nutritional systems in countries where it is mandatory to provide

Allergen information / DRINKiQ.COM website

2530ml

X

30ml

ALCOHOL

10 g

67KCAL

276kJ

100ml = 920kJ/224KCAL

System icons:


PER 30ml 276 67 0g0g 0g 0g 0g0g

KCAL



8

IMPLEMENTATION PRINCIPLES NUTRITIONAL INFORMATION


The nutritional information used for the detailed system must be presented in the following table format:

Some countries require nutrition information to be stated per 100ml. Because consumers do not typically drink distilled spirits or beer in a 100ml format, this information can be misleading when consumers are comparing different types of alcohol. Distilled spirits are typically consumed in a 30ml size and therefore a 100ml reference point inflates the nutritional values of a typical serving. Beer is typically served in a 250-330ml size and a 100ml reference point under reports nutritional values. Given the potential for consumer confusion, we will only present nutritional information for 100ml where legally required to do so.

Nutritional information needs to be included in full. If the values are 0, the nutritionals still need to be included - this is a regulatory requirement.

• The nutritional system should contain the values for energy, fat, saturates, carbs, sugar, protein, and salt in this order

• Spirits, wine and beer labels require nutritional values to be expressed in the recognised standard serve size. Countries where serve size is not regulated by law, the default size should be 10 grams / 30ml alcohol / 40% alcohol by volume.

Detailed nutritional system requirements:

9

LAYOUT EXAMPLE SECONDARY PACKAGING & BACK LABEL


D I S T I L L E D, B L E N D E D & B OT T L E D I N S C OT L A N D

BY APPOINTMENT TOHER MAJESTY THE QUEEN

BY APPOINTMENT TOHER MAJESTY THE QUEEN

JBSCOTCH.COMThe J&B and J&B RARE words andassociated logos are trade marks

JBSCOTCH.COMThe J&B and J&B RARE words andassociated logos are trade marks

PLEASE RECYCLE



PER 30ml 276 67 0g0g 0g 0g 0g0g

KCAL

67KCAL

276kJ= =

ALCOHOL30ml 10 g25

30ml X

FOR MORE INFORMATION VISIT DRINKiQ.COMNUTRITIONAL INFORMATION


PER 30ml 276 67 0g0g 0g 0g 0g0g

KCAL

67KCAL

276kJ= =

ALCOHOL30ml 10 g25

30ml X


EXAMPLE REPRESENTATIONS

ONLY

Please note, barcode & recycing symbols is found on the base of this secondary pack.

10

LAYOUT EXAMPLE BRAND BACK LABELS - CANS & POUCHES


3104

1399

01

GUINNESS® DRAUGHT STOUTBrewed in Ireland by Guinness & co.,

St. James’s Gate, Dublin 8.The GUINNESS word, HARP device and ARTHER

GUINNESS signature are trade marks. Consumer careline: 1850 250 000

WWW.GUINNESS.COM

BEST BEFORE DATE:SEE BASE OF CAN


kJ SATURATESFATPER 500ml 608 145 0g0g

0g1.3g1g11.2g

KCAL

CARBS SALTPROTEINSUGAR

kJ SATURATESFATPER 100ml 121 29 0g0g

0g0.3g0.2g2.2g

KCAL

CARBS SALTPROTEINSUGAR

FOR MORE INFORMATION VISITDRINKiQ.COM

145KCAL

608kJ1500ml

X= =

CONTAINS BARLEY

100ml = 121kJ/29KCALALCOHOL

14g

alc. 4.1% vol.

CONTAINS ALCOHOL

Produced in Italy by DOI S.p.A., Strada Statale, 63 Santa Vittoria dʼAlba. 47

1686

5

BEST BEFORE END:

DO NOT MIRCROWAVE

FOR BEST RESULTS AVOID REPEATED RE-FREEZING

250ml4.7% vol

228KCAL

955kJ= =

ALCOHOLALKOHOLALCOOLAλκοόλ

9 g1250ml

X

DRINKiQ.COMFÜR WEITERE INFORMATIONEN BESUCHEN SIE / FOR MERE INFORMATION BESØG / ABY UZYSKAĆ WIĘCEJ INFORMACJI NA STRONIE


ONLY

11

LAYOUT EXAMPLE BRAND BACK LABELS - SACHETS & CARTONS


™



PER 50ml 376 90 0.0g0.0g 0.6g 0.6g 0.0g0.0g

KCAL

90KCAL

376kJ=

ALCOHOL 12g


oxo-biodegradable plastic

™

PLEASE RECYCLE

INGREDIENTS: WATER, NEUTRAL SPIRIT, SUCROSE, EXTRACTS (NAARTJIE, CHAMOMILE, THYME, CINNAMON, ORANGE), CARAMEL, CITRIC ACID.PRODUCED BY GUINNESS GHANA BREWERIES LTD, P.O.BOX 3610, MILE 7, NSAWAM ROAD, ACHIMOTA, GHANA. CONSUMER CARE: TEL: +233(0) 302428050 EMAIL: [email protected] FDA/Dk-028 BATCH DETAILS: SEE SIDE SEAM

1X

50ML=

BLENDED AND PACKED BE ESSENCIA BEVERAGES PVT. LTD.,AMRE,HOWRAH - 711 411, WEST BENGAL, LIC. NO. 10013031000742

CUSTOMER CARE EXECUTIVE PHONE: 1800-425-2433

330ml

X

DRINKiQ.COMFOR MORE INFORMATION VISIT

ALCOHOL

71KCAL298kJ

= ALCOHOL30ml 10g


ONLY

Documents

DIAGEO CONSUMER INFORMATION STANDARDS - SUMMARY (DCIS) · DIAGEO CONSUMER INFORMATION STANDARDS - SUMMARY (DCIS) ... at the heart of our commitment to communicate responsibly