When it comes to the calories in alcohol, I’m more of an “out of sight, out of mind” kind of person. I know they’re there, I know they factor into my daily caloric intake, but I continue imbibing while telling myself “this bottle has 100 calories in it, max.” Nothing can immediately tell me otherwise.

Beer Drinker

Don’t be like me. And, after a recent initiative by the largest members of brewing trade organization the Beer Institute, it will be easier to avoid being like me.

A historic move by some of the country’s biggest names in beer, brands like Anheuser-Busch, MillerCoors, and HeinekenUSA will voluntarily include “serving facts” (like food nutrition facts) on each can or bottle. Aside from listing calories, information about carbohydrate, protein, and fat content will be displayed. The move came after the Beer Institute announced a new initiative encouraging companies to display the information on their products. These new labels benefit consumers who have spent years unaware of the basic nutritional information of their favorite beers.

According to a recent survey conducted by the Harris Poll on behalf of Nielsen, 72 percent of beer drinkers think it’s important to read nutritional labels when buying food and beverages. With the push towards healthier foods and consumer awareness prevalent throughout the country today, this latest initiative from the Beer Institute is smart. Even smarter was its member organizations adopting it voluntarily. Beer is never going to be a nutritional beverage. But by remaining transparent and arming consumers with the information they need to make their own choices, they inspire deeper customer loyalty.

By getting behind the trend towards consumer awareness that governs grocery store trips, beer brands are able to lead the movement when it comes to trips to the liquor store. That being said, marketers should recognize industry trends that have not yet taken hold in a brand’s specific category, as it can provide them an opportunity to pioneer them, rather than follow.

As for me, it looks like my days of ignorant bliss are over.

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