CHICAGO, Feb. 20, 2014 /PRNewswire/ -- American consumers increasingly are seeking more information about the food and beverages they consume. Miller64 is stepping up to meet that expectation, becoming the first U.S. beer to feature new, more detailed voluntary nutritional labeling permitted last year by the federal government.
The U.S. Department of Treasury's Alcohol and Tobacco Tax and Trade Bureau issued new guidelines about the nutritional information disclosed on labels for all brewers, vintners and hard liquor distillers. For those who wish to do so, alcohol brands now can provide more nutritional information -- including serving size, servings per container, alcohol content by volume, calories, protein and fat per serving -- on their packaging.
"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 nutritional labels are not mandatory, but 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.
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. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, Coors Light and Miller Lite, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. The company offers a variety of leading craft and import brands, including Blue Moon and Leinenkugel's, through its Tenth and Blake division. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisc., and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.