Last year, we made the commitment to provide consumers in Europe with full ingredient and nutritional values (the ‘Big 7’: energy values, fat, saturated fats, carbohydrates, sugars, proteins and salt) for our beers; both on label and online. Although this is not a requirement under current EU regulations, we believe we have a responsibility to our consumers to clearly provide this information to help them make smarter choices that are right for them.
As we have shared on this blog over the past months, we are working hard on rolling out the nutrition and ingredient information on our beer labels across Europe. I would like to share with you a recent example: the Oktoberfest.
This week, the end of the 183rd edition of the Oktoberfest was celebrated in Munich. With more than five million visitors each year, the Oktoberfest is the biggest beer festival in the world. An important occasion for making sure our consumers have information about ingredients and nutritional values of the beers they drink at their fingertips.
That is why as of this year, our Löwenbräu Oktoberfestbier brewed in Munich carries the full information on the label. On 80.000 Löwenbräu Oktoberfestbier bottles and cans consumers could find the ingredients and the Big 7 nutritional values, per 100ml and per serving size. You can find an example of the label below.
Beyond the label
According to a GfK study that was released last month, 70% of consumers refer to the label as an important source of information. Yet the importance of digital and online sources to find information about ingredients and nutritional values is also increasing. Two thirds of consumers use such online platforms, according to the GfK survey. To make sure our consumers can find the information they want wherever they want it, the ingredients and nutritional values for Löwenbräu and all our other beers are also available on our online platform Tap Into Your Beer. The link to this website is on every label.
Of course, our Löwenbräu Oktoberfestbier is just one example of the implementation of our commitment to make ingredients and nutritional values available to our consumers. Other beers where we recently changed the label include our Jupiler aluminum bottles for Tomorrowland in Belgium and Leffe Royale Crystal, and Budweiser and Beck’s will be rolled out very soon. We continue our journey to make full consumer information on beer the new normal.