CHICAGO -- Miller64 will be the first beer in the United States to feature more detailed nutritional labeling on its packaging.
The voluntary move by brewer MillerCoors comes a year after the U.S. Department of Treasury's Alcohol and Tobacco Tax and Trade Bureau issued new guidelines for the nutritional information disclosed on labels for all brewers, vintners and hard liquor distillers. The information can include serving size, servings per container, alcohol content by volume, calories, protein and fat per serving.
"With just 64 calories and 2.4 grams of carbs per 12-ounce serving, Miller64 is the ideal beer choice for people living a balanced lifestyle," said Gannon Jones, vice president of brand marketing at MillerCoors. "Adding the new nutritional label will provide the kind of detail that will give consumers one more reason to reach for a Miller64 when they want to enjoy a beer that fits their way of life."
The guidelines ensure consistency and clarity across all types of alcohol, for the brands that choose to participate. Light beers are required to include only calories, carbs, protein and fat, while other beer and alcohol brands are not required to include any nutritional information, according to MillerCoors.
Jones said MillerCoors hopes to eventually expand its adoption of the voluntary nutritional labeling, but will start with Miller64 to learn more about consumer reaction before making additional decisions.
"We're proud to be the first U.S. alcohol company to incorporate the new voluntary labeling guidelines and hope Miller64 drinkers find it beneficial," he said.
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. It is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Coors Light and Miller Lite lead the company's brand portfolio, which also includes Blue Moon and Leinenkugel's, through its Tenth and Blake division.