Irish Distillers, maker of Jameson and Absolut, recently announced the launch of a digital e-label system to better inform consumers about their products and to encourage responsible drinking.
The digital labeling initiative will start with a European pilot program across Pernod Ricard’s international brands, including Jameson and Absolut in the Irish market, then across the whole portfolio by 2024.
A statement from Pernod Ricard notes that this initiative looks to offer consumers a quick and easy way to access product and health information on packaging with a QR code.
On the Jameson and Absolut bottles in Ireland, they put the QR code on the back label, and once scanned with a smartphone, it will redirect consumers to a platform where they can access:
- The list of ingredients and nutritional information;
- Information about the health risks associated with the consumption of alcohol, and where to find relevant information in their country;
- Responsible drinking information, including the local low-risk drinking guidelines specific to each country, as well as information about who should not drink alcohol and a link to a consumer information website.
“We have always been a consumer centric company committed to responsible drinking,” said Nodjame Fouad, Irish Distillers Chairman and CEO. “The pilot of this new digital label solution in Ireland and other European markets strives to respond to our customers’ evolving desire for more information about the products they are consuming.”
The new digital labels are now available in Ireland.
Irish Distillers, led by the Jameson brand, sees exports to more than 130 markets globally. It was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son and Cork Distilleries Company.
In 1988, Irish Distillers joined Pernod Ricard and since 2012 has invested more than €250 million to double production and bottling capacity to meet global demand.
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