New Research Shows Public Wants Alcohol Content Listed On Labels for Beer, Wine and...

New Research Shows Public Wants Alcohol Content Listed On Labels for Beer,
Wine and Distilled Spirits

Top Priority for Consumers Is Knowing Amount of Alcohol in Each Drink; Data to
Be Sent to Alcohol and Tobacco Tax and Trade Bureau (TTB)

WASHINGTON, Jan. 22 /PRNewswire-USNewswire/ -- As the Treasury Department's
Alcohol and Tobacco Tax and Trade Bureau (TTB) considers public comments on
proposed rules to mandate standardized labeling information on beer, wine and
distilled spirits, a new survey filed today as part of the public record
underscores the importance of mandating detailed information about the alcohol
content of these products -- something TTB's current proposals do not require.

Conducted for Shape Up America!, by Penn, Schoen and Berland's (PSB) Internet
Surveys Group (ISG), the online survey of 503 adult Americans aged 18 and over
provides compelling evidence that consumers want complete labeling information
on alcoholic beverages, including the percentage of alcohol by volume, the
serving size, the amount of alcohol per serving, the definition of a "standard
drink," and the number of standard drinks per container. In fact, eight in ten
of those polled (79 percent) agreed with the statement: "There is no point in
having labeling on the containers of alcohol beverages unless labels include
all nutrition and ingredient information, including the amount of alcohol in
each drink."

"Today, even the most basic information about alcohol beverages is not
required to be provided on the labels of most alcohol beverage products," said
Barbara J. Moore, Ph.D., president of Shape Up America!, "It's time to give
consumers complete and detailed information about the alcohol content and
number of calories in all beverage alcohol products so they can make informed
and responsible purchasing and consumption decisions. Anything less is hardly
a victory for public health. "

According to the new survey, consumers rank "the amount of alcohol in each
drink" as the top priority (92 percent) for required information on an alcohol
label followed by information about the calorie content (84 percent).
Considered less important on the label is the amount of carbohydrates (75
percent), fat (71 percent) and protein (66 percent), although consumers also
value this information.

At the same time, the survey documents widespread public support for using
alcohol labels to educate consumers about following the Dietary Guidelines'
advice on moderate drinking, which is defined as up to one drink per day for
women and up to two drinks a day for men. Specifically, most Americans (79
percent) say they would support alcohol labeling that summarizes the Dietary
Guidelines advice. Moreover, because the definition of a standard drink is not
well known by the public, more than four in five surveyed (81 percent) say it
would be helpful to know that government defines a standard drink as
containing 0.6 fluid ounces of pure alcohol, which translates into 12 fluid
ounces of regular beer, 5 fluid ounces of wine, or 1.5 fluid ounces of
80-proof distilled spirits.

"Although TTB believes this amount of information will confuse consumers, our
survey clearly shows that when it comes to labeling information, consumers are
savvy about using labels as information tools," said Dr. Moore. "There is an
immediate need for clear and complete information on alcohol labels and
consumers should have access to it as soon as possible."

The online survey also asked respondents to review three alternative labels
that could be placed on alcohol beverage containers, giving TTB a better idea
of what information consumers find most useful. When asked to compare the
different options, the results were dramatic: the vast majority (76 percent)
opted for a label that combines the information required under TTB's proposed
rulemaking (the amount of calories, carbohydrates, fat and protein) with the
amount of alcohol per serving and the statement "a standard drink contains 0.6
fluid ounces of alcohol." In contrast, only 7 percent chose the format
proposed under TTB's rulemaking.

In line with the public's thinking, a number of leading nutrition, public
health and consumer organizations and academic institutions have submitted
comments to TTB, all calling on the agency to combine information about
calories, carbohydrates, fat and protein with the following meaningful
information about the alcohol content of beer, wine and distilled spirits:

-- The serving size, i.e., 12 fluid ounces (fl oz) for beer, 5 fl oz for wine,
and 1.5 fl oz for distilled spirits;

-- The amount of alcohol (expressed in fluid ounces or grams per serving);

-- The definition of a "standard drink;"

-- The number of standard drinks per container; and

-- A summary of the recommendation contained in TheDietary Guidelines for
Americans 2005, which defines moderate drinking as no more than 2 drinks per
day for men and one drink per day for women.

TTB's proposed rulemaking comes at a time when half of adult Americans consume
alcoholic beverages. According to the 2005 Dietary Guidelines for Americans,
an estimated 55 percent of adults are drinkers and would benefit from easy
access to standardized labeling information on beer, wine and distilled
spirits products.

In 2003, the National Consumers League joined with the Center for Science in
the Public Interest and 75 other public health and consumer organizations in
submitting a formal petition to TTB to require an "Alcohol Facts" panel on the
labels of all alcohol beverage products. This resulted in TTB issuing an
advance notice of proposed rulemaking in April 2005 and then in July 2007,
publishing proposed rules to require a "Serving Facts" on the labels of beer,
wine and distilled sprits. While the proposed rules would require
manufacturers to list the amount of calories, carbohydrates, fat and protein
in a standardized manner, TTB's proposal specifically leaves out any
information about the alcohol content of these products.

About Shape Up America!

Shape Up America! was founded in 1994 by former U.S. Surgeon General C.
Everett Koop to raise awareness of the health effects of obesity and to
provide responsible information on weight management to the public and to
health care professionals. The organization maintains an award winning website
- http://www.shapeup.org - accessed by more than 100,000 visitors each month
and an "opt-in" free e-newsletter with more than 20,000 subscribers.

SOURCE Shape Up America!

Nancy Glick, +1-202-974-5083, glickn@ruderfinn.com, for Shape Up America!