Transcript Pocket Shot Single Serve Pouches

Alcohol Labeling:
Industry Interests
Trump Consumer Needs
George A. Hacker
NABCA Annual Administrator’s Conference
October 27, 2008
CSPI/NCL Label
Proposal (December 2003)
Key Elements of Original Proposal
• Alcohol-focused information and emphasis
on calorie content
• Disclosure of ingredients
• Graphic illustration to highlight number of
servings per container
• Dietary Guidelines definition of “moderate
drinking”
• Dual expression of alcohol content
TTB Proposed Label:
375 mL Bottle of 14% ABV Wine
TTB Proposed ‘Optional’ Label:
750 mL Bottle of 14% ABV Wine
TTB Response
• Carbs, Fat, Protein (“Serving Facts”
instead of “Alcohol Facts”)
• No ingredients
• No definition of moderate drinking
• Voluntary disclosure of alcohol content on
informational panel
• Voluntary disclosure of alcohol content in
fluid ounces (together with ABV)
What’s Wrong with TTB Proposal?
• Fails to require alcohol-content disclosure
in Serving Facts Panel; would permit 3
versions of those information panels.
• Requires disclosure of extraneous,
irrelevant protein and fat content.
• Ignores contextual advice on moderate
drinking.
• Not supported by adequate consumer
research.
Labeling Principles
(American Dietetic Association)
• Label claims should be clear and understandable to consumers.
• The label must be truthful and not misleading.
• Content on the label should help consumers make informed decisions
to build a healthy diet.
• Label content should have consistent type and format so products can
be read and consumers can make product comparisons.
• All claims should include labeling of accurate quantitative information
about the dietary substance, including percent of Daily Values in a
single serving of the product, when known, or the daily dietary intake
necessary to achieve the claimed effect.
• Consumer research is imperative before making changes to the label.
Source: American Dietetic Association Labeling Task Force,
January 17, 2006
ADA believes that consumer research is
critical in determining whether labeling
formats and contents are understandable
and for ensuring that allowable nutrient
and health claims are not misleading.
Furthermore, consumers should be able to
understand the information in the context
of their total diet and their individual health
concerns.
Source: American Dietetic Association Labeling Task Force,
January 17, 2006
Some Research Questions
(based on nutrition labeling)
• Consumer Comprehension
– Comparing products
– Judging healthfulness
– Verifying claims
– Estimating servings to meet daily
requirements
– Balancing nutrients
Some Research Questions
(based on nutrition labeling)
• Acceptance of Displayed Information
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Graphics
Metric units
Percentages
Interpretational Aids
Gender/age differences
Are effective label formats necessarily those most
preferred by consumers?
CSPI Comments:
(Beer label proposed for consumer
research)
Voluntary UK Label
Industry Issues
• Promotion of “Equalization” for spirits
• Marketing alcohol as a diet drink
• Passing alcoholic beverages off as food
• Shrinking the public perception of alcohol
content
Distillers’ Message to TTB from
Congress
(6 members)
• Support “nutrition” information for consumers; inform
decisions about their “diets and lifestyle.”
• Include definition of “standard drink” and amount of
alcohol per serving.
• Give consumers information to make “responsible
drinking decisions and more easily follow the
recommendations of the U.S. Dietary Guidelines on
alcohol consumption.” (but no mention of including them
on the label)
• Correct TTB’s creation of arbitrary serving sizes for beer,
wine, and spirits.
http://www.discus.org
Rolling Stone, Jan 26, 2006
Brewers’ Message to TTB from
Congress
(>70 members)
• Statutory requirements differ among beverages
(subtext: beer is subject to less regulation,
because it’s less potent).
• Labeling should reflect the significant differences
in alcohol content of beer, wine, and liquor.
• Say “No” to graphic depictions of a “standard
drink.”
• Say “No” to alcohol information expressed in
fluid ounces (too confusing for consumers).
http://www.beerservesamerica.org/
Maxim, November 2007
Maxim, May 2003
Cosmopolitan, July 2005
Consumers’ Letter from Congress
(Sens. Lautenberg and Murkowski)
• More research on content and placement
of informational panel.
• Alcohol content should be required to
appear on a uniform informational panel.
• Fat and protein content to be listed only if
those nutrients meet threshold amounts.
Consumer Federation of America, June 30, 2008
Shape Up America!
Alcohol Labeling Poll: Major Findings
•
When informed about the specific advice regarding moderate drinking,
nearly 4 in 5 Americans (79%) say it would be useful to know the Guidelines
defines “moderate consumption” of alcoholic beverages as up to two drinks
per day for men and up to one drink per day for women.
•
When informed that TTB is considering requiring mandatory labeling on all
beer, wine and distilled spirits products, nine in ten (90%) support this action
and the level of support transcends demographics, political affiliation and
alcohol usage.
•
Of those surveyed, 44% agreed strongly that mandatory labeling is needed.
Only 4% strongly oppose government action.
•
When read a list of types of information that could be included on an
alcoholic beverage label, consumers ranked “the amount of alcohol in each
drink” first (92%) followed by calories (84%) and information about what the
Dietary Guidelines recommend (77%).
http://www.shapeup.org/about/arch_pr/survey_012208.pdf
Convenience and
Novelty Packaging
Pocket Shot Single Serve Pouches
Spykes
Go Wodka Booze Tubes
Bong Vodka
Wineside Test Tube Wine Tasters
JustMiniatures Test Tube Shots
Vertikal Vodka
Nuvo Sparkling Vodka Liqueur
267 Vodka Infusions
Booz2Go
Georgia Moon Corn Whiskey
Baroques’ Wine in a Can
For more information:
George A. Hacker
Director, Alcohol Policies Project
Center for Science in the Public Interest
Washington, DC 20009-5728
202-777-8343
[email protected]