With all of the federal rules about nutritional information causing a stir, the Beer Institute wants its members to get out in front of the issue and display specific consumer information on products, packaging or websites. It’s being dubbed the Brewers’ Voluntary Disclosure Initiative and it’s is just that — a voluntarily initiative by brewers to include serving facts statement on their products, as well as disclose ingredients on either the label or secondary packaging via a list of ingredients, a reference to a website with the information or through a QR code.
Participating brewers and importers will voluntarily list calories, carbohydrates, protein, fat and alcohol by volume on their beer products by including a serving facts statement consistent with the Alcohol and Tobacco Tax Trade Bureau (TTB) ruling 2013-2. In addition, they will provide freshness dating, and disclose ingredients via a list, a reference to a website with the information or a QR code on the label or secondary packaging. Remember that the Beer Institute is an organization that represents the entire beer industry. Beer Institute member companies, including as Anheuser-Busch, MillerCoors, HeinekenUSA, Constellation Brands Beer Division, North American Breweries and Craft Brew Alliance, have agreed to follow these standards. The idea is likely too much of an undertaking for a lot of craft breweries to participate in.
Consumers are increasingly interested in knowing more about the products they purchase. According to a recent survey conducted by the Harris Poll on behalf of Nielsen, 72 percent of beer drinkers think it’s important to read nutritional labels when buying food and beverages.
Consumers should begin to see the impact of the Brewers’ Voluntary Disclosure Initiative immediately across the U.S. market, as many members currently provide some nutritional facts and ingredients information. More information on the Brewers’ Voluntary Disclosure Initiative can be found here.