Diageo : Consumer Information Standards – Summary

Diageo Consumer Information Summary

APPROACH

Our commitment:

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.

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DiageoConsumerInformationSummmary

PRINCIPLES

APPROACH1. OVERVIEW

Scope	other requirements of the DCIS should be implemented on
The DCIS provide the mandatory minimum standards for the	new brand innovations and when renovating existing brands
•• If secondary packaging units are unable to comply within the
information that must be included on labels and packaging.:
•• Up to three responsible drinking symbols (and must have at	time frame, they must do so as quickly as possible after this
•• If, pending regulatory delays, one element of the DCIS cannot
	least one)
••	DRINKiQ.com	be included on the label, then other elements should be
implemented, and the outstanding element introduced
•• Alcohol content and nutritional information per serve	during the next renovation.
••	Alcohol content (ABV)	Monitoring
••	List of allergens
As a signatory to the Global Beer, Wine and Spirits Producers'
•• Recycling and sustainability symbols.
Commitments, we must report progress annually on the inclusion
This mandatory information must appear in all geographies	of responsible drinking symbols and DRINKiQ.com on our
(where legally permitted), and on all Diageo-owned brands	packaging. Progress by all signatories, not just Diageo, will be
including:	externally assured and reported publicly. Our Brand Technical
		teams will be responsible for tracking this information.

• 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

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Diageo Consumer Information Summary

APPLIED LAYOUT

DETAILED & SIMPLIFIED NUTRITIONAL SYSTEMS

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.

Layout (detailed nutritional system): - bottle label

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

Detailed layout example

Suspendisse ultrices, justo ut sagittis Brand lobortis, purus lacus posuere lorem, ut

pulvinar neque quam non justo.

23

30ml = 4g

= 408kJ

X

ALCOHOL98KCAL

30ml

NUTRITIONAL INFORMATION

kJ

KCAL

FAT

SATURATES

CARBSUGARPROTEINSALT

PER 30ml

408

98

4.2g

2.4g

7.2g

6g

0.8g

0g

CONTAINS MILK

FOR MORE INFORMATIONDRINKiQVISIT .COM

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

PLEASE RECYCLEcursus leo, in fringilla lectus. Curabitur mattis tortor a massa.

alc 17% 700ml

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

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

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

When theback label doesn't allow enough spacefor the detailed nutritional system thenthe simplified nutritional system should be used.

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

Brand

Suspendisse ultrices, justo ut sagittis lobortis, purus

lacus posuere lorem, ut pulvinar neque.

Brand logo & romance / quality copy

Romance / quality copy should be written in a brand specific font.

Simplified layout example

25		10g
30ml =	ALCOHOL
X
30ml		276kJ
	67KCAL

FOR MORE INFORMATIONDRINKiQVISIT .COM

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	alc 40% vol
ultrices libero posuere
luctus. In hac habitasse	750ml
PLEASE
platea dictumst.	RECYCLE

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

(Right) Alcohol and calories per serve DRINKiQ.COM website

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

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Diageo Consumer Information Summary

APPLIED LAYOUT (SECONDARY PACKAGING)

DETAILED NUTRITIONAL SYSTEM ONLY

Layout (detailed nutritional system): - secondary packaging

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

Detailed layout example

Brand

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

Icon

25

30ml

=

10g

=

276kJ

X

67KCAL

30ml

ALCOHOL

NUTRITIONAL INFORMATION

kJ

KCAL

FAT

SATURATES

CARBSUGARPROTEINSALT

PER 30ml

276

67

0g

0g

0g

0g

0g

0g

FOR MORE INFORMATIONDRINKiQVISIT .COM

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

alc 40% 750mlvol

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

DRINKiQ.COM website

Additional mandatories

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

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Diageo Consumer Information Summary

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.

Worldwide nutritional system:

25	30ml	=	10g	=	276kJ
X		67KCAL
30ml		ALCOHOL

NUTRITIONAL INFORMATION

kJ KCAL FAT SATURATESCARBSUGARPROTEINSALT

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

FOR MORE INFORMATIONDRINKiQVISIT .COM

• 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 language nutritional system:

25

X 30ml

• Multiple languages may need to be used for some countries and the detailed nutritional system should be updated

30ml	= 10g	=	276kJ	accordingly. Please see example (left).
67KCAL
	ALKOHOL

ERNÄHRUNGS INFORMATION / NÆRINGSINDHOLD AF>GJE9;B=(QOA=FAGO=

				FETT		SÄTTIGT	CARBS	ZUCKEREIWEIS	SALZ
		kJ	KCAL FEDT		MÆTTEDE	KULHYDRATERSUKKERPROTEINSALT
				LóM	KCRO9;RKQLó M KR;RGO=		óCSÓLG
							O.?DGOCUKIERG<9FQ:A9
	PRO			NASYCONE
	0g	0g	0g	0g	0g	0g
	30ml 276 67
	PRO		0g	0g	0g	0g	0g	0g
	100ml919222

FÜR WEITERE INFORMATIONEN/ FORBESUCHMEREINFORMATIONSIE BESØG

• 9:QMRQKC9OA.;=BDRINKiQAF>GJE.9COM;BAF9KLJGFA=

6

100ml

= 920kJ/224KCAL

Diageo Consumer Information Summary

IMPLEMENTATION PRINCIPLES

NUTRITIONAL SYSTEM IN DETAIL

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:

	25		30ml	= 10g =	276kJ
	X		67KCAL
	30ml				ALCOHOL
NUTRITIONAL INFORMATION
KJ	KCAL	FAT	SATURATES	CARBSUGARPROTEINSALT
PER 30ml 276	67	0g		0g	0g	0g	0g	0g
PER 100ml920	224	0g		0g	0g	0g	0g	0g

FOR MORE INFORMATIONDRINKiQVISIT .COM

(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 to the nutritional systems in countries where it is mandatory to provide

Allergen information / DRINKiQ.COM website

System icons:

• 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

25 per bottle. The standard serve measurement is

X shown within the glass icon inside the bottle and

30ml	can change between metric and imperial
measurements depending on market

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

10g

ALCOHOL

276kJ

67KCAL

• 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.

• Glass icon
  The glass icon is used to represent the standard serve measurement. The amount is shown

30ml	within the glass icon and can change between
	metric and imperial measurements depending
	on market.

• 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...

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Diageo Consumer Information Summary

IMPLEMENTATION PRINCIPLES

NUTRITIONAL INFORMATION

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

NUTRITIONAL INFORMATION

kJ KCAL FAT SATURATESCARBSUGARPROTEINSALT

PER 30ml276 67 0g 0g 0g 0g 0g 0g

FOR MORE INFORMATIONDRINKiQVISIT .COM

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.

Detailed nutritional system requirements:

• The nutritional system should contain the valueseneforgy, fat, saturates, carbs, sugar, protein, and saltin 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.

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.

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Diageo Consumer Information Summary

LAYOUT EXAMPLE

SECONDARY PACKAGING & BACK LABEL

EXAMPLE

REPRESENTATIONS

ONLY

TO

QUEEN

				10g	276kJ
25	30ml
=	= 67KCAL
X
30ml			ALCOHOL

NUTRITIONAL INFORMATION

kJ KCAL FAT SATURATESCARBSUGARPROTEINSALT

PER ml30 276 67 0g 0g 0g 0g 0g 0g

FOR MORE INFORMATIONDRINKiQVISIT .COM

JBSCOTCH.COM

The J&B and J&B RARE words and associated logos are trade marks

D

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

10g

276kJ

25

30ml

=

=

67KCAL

X

30ml

ALCOHOL

NUTRITIONAL INFORMATION

kJ

KCAL

FAT

SATURATES

CARBSUGARPROTEINSALT

PER ml30

276

67

0g

0g

0g

0g

0g

0g

FOR MORE INFORMATIONDRINKiQVISIT .COM

JBSCOTCH.COM

PLEASE

The J&B and J&B RARE words and

RECYCLE

associated logos are trade marks

9

Diageo Consumer Information Summary

LAYOUT EXAMPLE

BRAND BACK LABELS - CANS & POUCHES

EXAMPLE

REPRESENTATIONS

ONLY

1					608kJ
= 14g = 145KCAL
X
500ml ALCOHOL
	100ml = 121kJ/29KCAL
NUTRITIONAL INFORMATION
	kJ		KCAL	FAT	SATURATES
PER	608		145		0g		0g
500ml
		CARBSSUGARPROTEIN	SALT
	11.2g		1g		1.3g		0g
	kJ		KCAL	FAT		SATURATES
PER	121		29		0g		0g
100ml
			SALT
		CARBSUGARPROTEIN
	2.2g		0.2g		0.3g		0g

CONTAINS BARLEY

FOR MORE INFORMATION VISIT

DRINKiQ.COM

GUINNESS® DRAUGHT STOUT Brewed 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

alc. 4.1% vol.

BEST BEFORE DATE:

SEE BASE OF CAN

3104139901

BESTBEFOREEND:

DO NOT MIRCROWAVE

FOR BEST RESULTS AVOID REPEATED RE-		1X	= 9g = 955kJ
	250ml	ALCOHOL228KCAL
	ALKOHOL
			ALCOOL
			A
	FÜR WEITERE INFORMATIONEN/ FORBESUCHMEREINFORMATIONSIE	BESØG
	/ 9:QMRQKC9OA.;=BAF>GJE9;BAF9KLJGFA=
	4.7% vol250ml		DRINKiQ.COM	4716865
		Produced in Italy by DOI S.p.A.,

KljYYKlYlYd]$.+KYflYNallgjaY9dZY&

CONTAINSALCOHOL

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Diageo Consumer Information Summary

LAYOUT EXAMPLE

BRAND BACK LABELS - SACHETS & CARTONS

EXAMPLE

REPRESENTATIONS

ONLY

™

			X		= 12g =	376kJ
			1
			50ML		ALCOHOL 90KCAL
NUTRITIONAL INFORMATION
kJ	KCAL	FAT SATURATESCARBSSUGARPROTEINSALT
PER ml50 376	90		0.0g 0.0g 0.6g 0.6g 0.0g 0.0g

FOR MOREORMATIONINF VISITDRINKiQ.COM

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: [phone]

EMAIL: [e-mail]

FDA/Dk-028 BATCH DETAILS: SEE SIDE SEAM

PLEASE RECYCLE

10g

3 30ml = ALCOHOL

X

298kJ

30ml	71KCAL

FOR MORE INFORMATION VISIT

DRINKiQ.COM

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

CUSTOMER CARE EXECUTIVE PHONE: [phone]

™

oxo-biodegradable plastic

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