UNITED KINGDOM – Diageo, worldwide alcohol beverage producer of Guinness, Red Stripe, Bailey’s, Smirnoff and Johnnie Walker, to name a few, announced last week its commitment to provide consumers with alcohol content and nutrition information per serving – a first for any alcohol company.

Diageo said in a statement that is has already gained approval for a nutritional label on its products in the United States, from the Alcohol and Tobacco Tax and Trade Bureau. In the United Kingdom, the company said it will work with the European Union to establish a standard alcohol unit across the 28 Member States to provide an effective way of communicating alcohol content to consumers.

“Currently, there is no obligation to provide such information in markets worldwide, but we know that consumers are increasingly discerning about what’s in their glass. We want to provide alcohol and nutrition information that consumers can quickly understand, instead of expecting them to do the math," said Ivan Menezes, Diageo CEO, in a statement.