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04.2014

Massachusetts Beverage Business

archivedOnBeerReport

MILLER64 FULL LABEL DISCLOSURE

MOST OF the imbibing world is aware that alcohol is filled with empty calories.  So do we really need to read about it on a bottle’s label?  Some brands think we do.  MillerCoors is set to introduce a new detailed voluntary nutritional labeling on its Miller64 beer in the US.  The move is in response to the new guidelines by US Department of Treasury’s Alcohol and Tobacco Tax and Trade Bureau about the nutritional information disclosed on labels for all brewers, vintners and hard liquor distillers.  Under the new ruling, alcohol brands can feature nutritional information such as serving size, servings per container, alcohol content by volume, calories, protein, and fat per serving on their packaging.  Of course, this new option has a fair amount of controversy attached to it.  Not all brands necessarily want to disclose calorie counts, nor do customers necessarily want to read about it.  There is a sentiment that the labeling option will create an unlevel playing field.  Miller64 contains 64 calories and 2.4 grams of carbs per 12 ounce serving so they naturally want to promote that.  Besides this, the company plans to expand the voluntary nutritional labeling in future, but will start after consumer reaction on Miller64.  Get ready for the labeling wars to commence.

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