According to the Irish whiskey-maker, the digital-labelling initiative is beginning with a European pilot programme across Pernod Ricard’s strategic international brands in the Irish market, before being rolled out globally across all brands in Pernod Ricard’s portfolio by 2024.
Nodjame Fouad, chair and CEO, Irish Distillers, said, “We have always been a consumer-centric company, committed to responsible drinking. 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.”
This initiative aims to offer consumers a quick and easy way to access product and health information on packaging, via a QR code.
“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 added.
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 wherein they will be able to access the list of ingredients and nutritional information relating to the aforementioned products.
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 – will also be available to the consumer.
The first bottles of Jameson and Absolut to carry the new digital labels are now available in Ireland.