Perhaps blazing the trail for other companies to follow, British alcoholic beverage giant Diageo announced it will put nutrition information and alcohol content on the labels of its products, a first for any alcohol company.

“We are committed to ensuring our consumers have the best possible information from which to make informed choices about our products: this includes alcohol content and nutrition information per typical serve,” said Ivan Menezes, chief executive, Diageo. “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 maths."

 Diageo—whose brands include Smirnoff, Johnnie Walker, Guinness, Baileys and others—says this information will help consumes understand how much they are drinking and could help reduce alcohol misuse. The company says it will work with regulators around the world to develop a format for the labels which will include nutrition information like calories, alcoholic content and carbohydrates for a typical serving size.