Digital pilot by Irish Distillers will start in Ireland before going global across Pernod Ricard brands by 2024.
Irish Distillers has rolled out a new digital e-label system that aims to better inform consumers about what they are consuming and encourage responsible drinking.
Producer of some of the world’s best known and successful Irish whiskeys, Irish Distillers will begin with a European pilot programme across Pernod Ricard’s strategic international brands, including Jameson and Absolut in the Irish market before being rolled out globally by 2024.
“We are continuing in our efforts to be an industry pioneer by aiming to better inform consumers about the products they purchase and about responsible drinking”
The first bottles of Jameson and Absolut to carry the new digital label are now available in Ireland.
Promoting responsible drinking
As part of the pilot, bottles of Jameson and Absolut in Ireland will now carry a QR code on the back label which, once scanned with a smartphone, will redirect consumers directly to a platform where they will be able to 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,” explained Nodjame Fouad, chair and CEO of Irish Distillers.
“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.
“Through this proactive initiative, we are continuing in our efforts to be an industry pioneer by aiming to better inform consumers about the products they purchase and about responsible drinking,” Fouad said.