Miller64 first to use nutritional labelling

MillerCoors has become the first beer brand in the US to adopt a new voluntary labelling system giving consumers detailed nutritional information.

Last year the US Department of Treasury’s Alcohol and Tobacco Tax and Trade Bureau issued new guidelines encouraging brewers, vintners and hard liquor distillers to disclose more detailed nutritional information about their products on their labels.

Miller64 is the first US beer beer to adopt the new labelling guidelines choosing to include their products’ serving size, servings per container, alcohol content by volume, calories, protein and fat per serving — on their packaging.

Gannon Jones, vice president of brand marketing at MillerCoors, said: “With just 64 calories and 2.4 grams of carbs per 12-ounce serving, Miller64 is the ideal beer choice for people living a balanced lifestyle.”

“Adding the new nutritional label will provide the kind of detail that will give consumers one more reason to reach for a Miller64 when they want to enjoy a beer that fits their way of life.”

He added: “We’re proud to be the first U.S. alcohol company to incorporate the new voluntary labeling guidelines and hope Miller64 drinkers find it beneficial.”

The nutritional labels are not mandatory, but the guidelines ensure consistency and clarity across all types of alcohol, for the brands that choose to participate.

Light beers are required to include only calories, carbs, protein and fat, while other beer and alcohol brands are not required to include any nutritional information.

Jones said MillerCoors hopes to eventually expand its adoption of the voluntary nutritional labelling, but will start with Miller64 to learn more about consumer reaction before making additional decisions.