A major move by the world's largest spirits maker may put a damper on the drinking habits of body-conscious gym bros. Per a press release, Diageo (which is also a big-time producer of beer and wine) will now "provide macronutritional information for its products on its DRINKIQ website and on its labels where possible."
Alcohol makers were not permitted to display such information on labels until 2013, when the US Treasury's Alcohol Tax and Trade Bureau gave the okay; now it's allowed on a voluntary basis. The labels will include "serving size, number of servings per container, alcohol content, number of calories and grams of carbohydrates, protein and fat per serving." Diageo's products include not only Smirnoff, Johnnie Walker, and Ciroc but also Crown Royal, Bulleit, Captain Morgan, Baileys, Ketel One, Don Julio, and Tanqueray.
There's been a major movement toward displaying nutritional info for food and beverage across the board in recent years: All chain restaurants with 20 or more locations are now required to include calorie counts on their menus. This requirement also includes wine, something that winemakers are fighting against.