Diageo revamps nutritional website drinkiq.com19th January, 2016 by Melita Kiely
Diageo has overhauled its responsible drinking website drinkiq.com to offer consumers “significantly enhanced” nutrition, calorie and alcohol content information about its brands.
In an effort to improve its commitment to deliver “greater transparency” to consumers and help them make “informed choices” about their alcohol intake, Diageo has updated drinkiq.com.
The site now includes a breakdown of calories, carbohydrates and protein in all of Diageo’s products, as well as, for the first time, detailing saturated fat, sugar, caffeine and sodium content.
Drinkiq.com also offers tools such as the ‘drinks calculator’ to allow users to keep tables on their alcohol and calorie intake, as well as providing tips and advice on how food, age, size and gender affects how the body processes alcohol, in addition to the ‘what’s in your drink’ tool.
“As people become more interested in their diet and lifestyle choices, we need to play our part,” said Carolyn Panzer, alcohol in society director, Diageo.
“We know that consumers want nutritional information about what they drink – just as they do with the foods they eat; they also want a clear and easy way to know how much alcohol they are drinking.
“We believe passionately in helping people to understand what’s in their drink and to make informed choices about drinking or not drinking.
“Alcohol is alcohol. There is no drink of moderation – only a practice of moderation.”
The website also works to disprove common “myths” surrounding alcohol, such as spirits contain more alcohol than beer and wine, when in fact a regular 25ml measure of a spirit such as Smirnoff vodka or Tanqueray gin contains 8g of alcohol, compared to 16g in a pint of lager.
Furthermore, spirits have fewer calories than wine and beer with a 25ml measure containing approximately 55 calories compared to 125 calories in an average 175ml glass of wine or 160 calories in a pint of lager.
“Anyone looking to watch their weight will find the reinvigorated Drinkiq site helpful for tracking calories and other important facts about alcohol,” said Barbara J. Moore, PHD, president and chief executive officer of Shape Up America!
“We applaud Diageo for its commitment to greater transparency and for providing consumers with essential nutrient, calorie and alcohol information about their drinks.
“The new site is engaging as well as helpful to people seeking to make informed choices for a balanced life.”