The battle over health warnings on spirits packaging
Health campaigners are targeting the alcohol industry, insisting that labels carry warnings about the links between alcohol and cancer.
*This feature was first published in the August issue of The Spirits Business magazine.
In January 2023, the World Health Organization (WHO) went nuclear in its war on alcohol with its highly contentious claim there was “no safe limit” on consumption.
In the words of Dr Carina Ferreira-Borges, advisor for alcohol and illicit drugs at its European office: “The risks to the drinker’s health start with the first drop.” Why? Because, according to the WHO, this “toxic, psychoactive, and dependence-producing substance” is as carcinogenic as asbestos, radiation and tobacco.
This is the backdrop to the race to become the first ‘progressive’ government to legislate and demand that all drinks packaging carry health warnings linking alcohol to cancer. Among front-runners were Canada, Norway and Thailand, but it was Ireland that was first to break through with its Public Health (Alcohol) Act 2018. The new labels were to come into force in May 2026, but were deferred until 2029 at the end of July 2025.
“Ireland needs to be the standard-bearer for alcohol just like we were for smoking,” declared Dr Sheila Gilheany, chief executive officer of Alcohol Action Ireland, after what she calls: “The most contested piece of legislation in Irish history. Other countries are watching Ireland closely on alcohol labelling, ready to follow our lead.” But events got in the way. In May, amid cries of betrayal from the public health lobby, the country’s deputy prime minister, Simon Harris, pressed pause over fears of US tariffs on the EU. At the time of writing, Irish whiskey faces being thumped with a 15% tax from 1 August in its biggest export market by far.
The WHO argues that such labels are simply to “empower individuals with vital information to make informed choices”, to quote its Europe regional director, Dr Hans Henri Kluge. Yet is it really about education, or something else? In 1987, the US became the first country to insist wine labels carry the words ‘contains sulfites’, following a bill sponsored by a teetotal Republican senator. As Thomas Pinney wrote in A History of Wine in America, “its object was not to inform but to frighten.”
One industry source described the Irish government’s decision to delay its cancer warnings as “an outbreak of rationality”, adding “whether it comes in, who knows, but it doesn’t seem like any time soon. We went through a period of different governments competing on being the toughest on alcohol, but that seems a very long time ago.”
If Ireland does go ahead, the immediate effect on the industry would be limited. “The actual physical cost isn’t going to be prohibitive,” says Elliot Wilson, co-founder and strategy director at drinks marketing agency The Cabinet. “People have all sorts of labelling, and it’s a straightforward adaption to the label, although there’ll be costs associated with running it through government.”
Nick Gillett, managing director at Mangrove Global, is sure it will affect smaller players disproportionately. “I imagine independent producers will be forced to assess whether it’s worth their while to trade in that territory at all,” he says. “You see, it’s not just the cost of the label; it’s the bureaucracy associated with that label.” Wilson adds: “I guess certain brands will not want to make the admission. Putting it on your bottle is somehow an admission that you are more carcinogenic than anything else. So, you might want to avoid that market because of the implications.”
But the issue is not so much the labels cooked up by the Irish, but the direction of travel. As Wilson says: “Where do you end? Do you start at the back label, move to the front then justify the removal of the brand completely? When is enough ever enough for these people? For them, branding, marketing and communications is just a snake oil industry to get you to buy more.”
For Mike Coppen-Gardner, managing director of SPQR Communications, “it’s the tobacco playbook in action”. He says: “Once you start eliminating any distinction between moderate consumption and abuse, then of course regulators can justify it. And what’s going to happen is that health warnings are going to get bigger. I can’t see a warning going onto booze, and someone leaving it at that. Once they’ve started, which they have already, it has to inevitably move in that direction.”
He goes on to suggest a doom scenario: “If the restrictions went to their fullest extent, so that the packaging of vodka was as restricted as tobacco, then there would be no differentiation between bottles.”
For now that is pure speculation, and Spiros Malandrakis, industry manager – alcoholic drinks at Euromonitor International, doubts it will ever come to that. “This is a discussion I’ve been having for the last seven years, and it is yet to materialise,” he says. “For me, it sounds like a storm in a teacup that never really happens. Alcohol is not tobacco. That doesn’t mean it’s safe, but let’s focus on the next three years because things are really tough out there.” As a result, he cannot see the opportunity for such legislation in the future unless “Ireland does it, and shoots itself in the foot at the same time as Trump is sending the global economy into a tailspin”.
The long game
According to one former lobbyist for the industry, who requested to remain anonymous, those on the other side of the debate “had a more dominant share of voice three or four years ago. The hard core of that movement will always be there. They’re in it for the long game, and they’re ideologues.”
However, like Malandrakis, he reckons they have the economy against them at present. “The wine industry is struggling. And the EU is not in the greatest of states,” he says. “The general legislative direction is, ‘we need to help the economy and industry a bit’.”
Our source adds: “I feel where the politics on this is most changed is the US. I think they will do a lot of things on food [labelling], but they won’t do anything on alcohol.”
In January 2025, the outgoing US surgeon general, Vivek Murthy, made headlines by calling for cancer warnings on drinks. But there’s a new regime in the White House and the issue has gone cold under Trump. While his tariffs, real or simply threatened, have obviously hurt the global spirits industry, Ireland’s decision to delay its health warnings has been a consolation. The lobbyist quoted above has no doubt that was why the Irish government delayed. He believes it had very little to do with the alleged lobbying power of ‘big alcohol’, something anti-alcohol campaigners talk about incessantly.
“I don’t think that traditional lobbying really works,” says Coppen-Gardner, who believes the drinks industry should start mobilising its fan base. “It’s had a burning platform for quite a while, and it hasn’t taken advantage of the public, and public opinion is its most important asset.” He talks of there being “a boundary of tolerance for the public – that we don’t mind you doing X, Y or Z, but you can’t go any further”.
“Looking back, that was always the strange thing,” says the former lobbyist. “The industry is in daily contact with millions of consumers who you’d say, by default, are more of the side of the industry than the extreme position of the WHO. What politicians need to understand is the popular vote is for a far more moderate position. The industry alone can’t be an all-powerful, credible counterweight.”
Euromonitor’s Malandrakis argues the debate should shift from physical to mental health. “Drink is part of a ritual that has brought people together for the last 5,000-10,000 years, and in today’s society there are people sitting alone, depressed in their own space,” he says. “And there’s nothing controversial about it. Even the most ardent proponents in the WHO are likely to have a beer once every month with friends.”
My drinks industry source agrees, saying: “We’d love to see more of this – telling consumers there is nothing wrong with moderate drinking. It brings a lot of joy and pleasure, and there are benefits in coming together to socialise over a drink.”
The anonymous source feels “a minority of those lobbying are very anti-capitalist, and think anything that damages ‘big alcohol’ has to be a good thing. But overall, they’ve decided they can’t convince the average consumer there’s a big problem unless they talk about cancer because people are scared of cancer.”
The anti-drink lobby understands how the industry’s power resides in its brands. One non-profit wanted brand homes and distillery names to be removed as part of its recent attempt to restrict advertising. On Radio Scotland in February 2023, Alison Douglas, director of Alcohol Focus Scotland, told listeners that Edinburgh’s Johnnie Walker Experience should change its name. She suggested the Diageo Experience.
“Packaging is such a powerful force because people don’t think it gets manipulated,” says The Cabinet’s Wilson. “When you show a piece of advertising or digital activation around a brand, people know they’re being marketed to.
“Packaging is a last bastion of communication or marketing. The label itself is there to manifest everything you want people to feel about the product, which can’t exist without the pack. It’s the visual cue of what’s going on inside.” No wonder the industry is fighting to keep it that way.
What role does refillable or returnable packaging play in the future of spirits?
Ryan McFarland – chief commercial and strategy officer, Drinksology Kirker Greer
“While most spirits packaging is already recyclable, and many markets are advancing in glass recycling and deposit return schemes, the role of refillable or returnable formats outside of those used in return schemes remains limited for now. As a company, our primary focus has been on sustainable procurement, improving recyclability, and eliminating unnecessary plastics within the supply chain.
“Spirits consumption is deeply ritualistic, and packaging plays a vital role in shaping brand identity, emotional connection, and user experience. That dynamic is unlikely to shift significantly in the near term.
“However, sustainability-driven packaging innovation is welcome and important. It’s my view that for refillable or returnable formats to have a meaningful impact on future sales, the industry would require collective alignment, long-term investment in infrastructure, which could be driven by deposit return schemes, and solutions that still allow brands to tell their stories effectively.”
Didem Küsmez – marketing communications manager, GCA
“Refillable and returnable packaging is becoming increasingly relevant in the spirits industry, especially as sustainability expectations grow. These solutions are particularly practical in controlled environments such as bars and travel retail, where they help reduce packaging waste and carbon emissions. For premium brands, they also offer an opportunity to extend the lifecycle of distinctive bottle designs.
“As a glass manufacturer, we see this as a valuable opportunity to develop durable, high-quality bottles that support circular economy goals. We aim to achieve this without compromising on brand identity or aesthetics.”
Roberto Del Bon – CEO, Reis Packaging Europe
“Reusable packaging poses a serious threat to the future of spirits. This industry thrives on strong brand identity, heritage, and distinct storytelling – all of which are deeply tied to packaging design and presentation. Standardising or reusing bottles would strip away these defining elements, making it nearly impossible for brands to differentiate themselves.
Over time, this would erode brand equity and consumer connection, leading many iconic names to fade away. In a category where perception, legacy, and aesthetics are essential to value, reusable packaging could dilute what makes each spirit unique. It’s not just about sustainability – it’s about preserving the soul of the brand.”
As a fairly new brand that has undergone a redesign, how impactful was your packaging update? And what was a key lesson you learned from the process?
Mohit Singh – founder, Desi Daru Vodka
“The redesign of Desi Daru’s packaging was transformative for our brand. As a premium vodka inspired by India, it was important for the bottle to reflect the same richness and heritage as the liquid inside. The four-sided wedges are inspired by traditional Indian dome architecture, while the embossed gold coin pays homage to the opulence of the Mughal Empire.
“Our Alphonso Mango vodka’s gradient bottle mirrors the ripeness of a mango, visually communicating flavour and authenticity. Our bottle helps tell the story of our product before the liquid is tasted.
“We wanted the design to stand out on shelves while remaining elegant and refined, something that feels special, rather than a gimmick. It had to match the ultra-premium quality of our spirit. Getting that balance right has helped us win not just awards, but the attention of customers and top venues alike.”
Amorim Top Series: why sustainable closures should not be overlooked
The evolution of spirits packaging is constant. As consumers become increasingly clued up on sustainability, businesses have been pushed to deliver more environmentally friendly options.
“One of the key packaging trends is the reduction of plastic components, with brands chooosing sustainable alternatives such as cork and wood,” says Liliana Ribeiro, marketing specialist at closures manufacturer Amorim Cork. “We’re also seeing an increased interest in monomaterial closures, like our FullCork range, which aligns with circular economy principles.” It also happens to be the range most in demand at present, she adds.
She continues: “From a market perspective, there’s a clear trend toward premiumisation – consumers are choosing to drink less but better, seeking high-quality, exclusive products and enjoying them in more experience-driven moments, such as cocktails and special occasions.”
When it comes to creating more planet-friendly packaging, it’s important brands don’t overlook the importance of a sustainable stopper. This is not only key for the brand experience, but also from a functional perspective.
“From a technical point of view, it ensures proper sealing, preservation and performance,” says Ribeiro. “But it’s also emotional – the feel and the ‘pop’ sound when opening a bottle contribute to the overall consumer experience and sense of quality.”
In-house, the company is taking important steps to mitigate the impact of climate change, and create an overall more sustainably-led business. This includes proactively addressing
the effects of climate change, such as water and energy management, and the impact on cork oak forests.
“The company has implemented robust climate and biodiversity transition plans, with high demanding ESG [environmental, social and governance] targets for 2030, and has made significant investments in renewable energy, energy-efficient technologies, and responsible water management,” Ribeiro says. “For example, currently, nearly 80% of the group’s energy needs are met through renewable sources, including cork biomass and solar power. This transition enabled us to avoid 75,578 tonnes of CO2-equivalent emissions in 2024 alone.”
Over the next year, innovation will be top of the agenda for Amorim. Ribeiro says: “We are committed to advancing both technical performance and sustainability through new developments in cork and recycled materials. We’re also investing in smart closures that combine functionality with digital technology, all while maintaining our commitment to the environment.”
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