Johnnie Walker provides new labeling design based on consumer research
Diageo announces Johnnie Walker as its first global brand to provide consumers around the world with on-pack alcohol content and nutritional information per typical serve. From early autumn, the new labels for bottles of Johnnie Walker Red Label, the best-selling Scotch Whisky around the world, go into production and will then be shipped to dozens of markets globally. By the end of the year, up to 30 million bottles of Johnnie Walker Red Label with on-pack alcohol content and nutritional information per typical serve will be on the shelves, helping consumers understand what’s in their glass.
The labels conform to the new Diageo Consumer Information Standards (DCIS), which will apply to all Diageo brands. Diageo developed the DCIS based on research of more than 1,500 consumers around the world, including people from North America, Great Britain, Mexico and Spain. The new label designs reflect the way consumers want to receive – and can understand – information on alcohol content. 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. Less information, clearly presented a consistent request across all markets. The research also found that, of all the information that could be included, their preference was for alcohol information (standard drink size, ABV, how many units), calories per serve, sugar content, allergens and brand facts, such as how a product is made and quality assurances.