The spirits sector has signed a Memorandum of Understanding (MoU) to provide energy and ingredient information to consumers. By the end of 2022, 66% of spirits products sold in the EU will display energy values per serving size on labels. Online, the MoU will require listings of ingredients, raw materials, and production processes. Implementing these changes will be challenging given the diversity of producers and high number of stock-keeping units. The spirits sector is providing guidance and workshops to help members comply. The MoU establishes a transparent way to monitor progress towards improving consumer information across the EU in a harmonized manner.

1. A Tangible, Focused & Constructive Way Forward on Consumer Information:
the Spirits Sector’s Memorandum of Understanding (MoU)
10 October 2019

2. Signature of the MoU on 4 June 2019 in Paris

3. Provision of Energy Value
per 100ml & per Serving Size

4. Ambitious Roll-out Targets
Collective total EU market share (by volume) of products placed on the EU
market providing energy information on-label will constitute at least:
• 25 % by 31 December 2020
• 50 % by 31 December 2021
• 66 % by 31 December 2022

5. Provision of Consumer Information Online
Provide as digital support in a way that it is easily and directly accessible as a proper e-label,
e.g. as a bar-code or a QR-code:
• list of ingredients
• raw materials
• information on the production process for every category of spirits (according to EU’s legal
definitions of spirit drinks categories)
Way forward:
• roll-out of dedicated online information platforms and solutions (to be made available in all
EU languages)
• bespoke standardized solution that will be mass-scalable & ubiquitously available (via apps)
currently under development in cooperation with GS1

6. Making it Work – Putting the MoU into Practice
Challenges
• For producers, this is a journey into unchartered territory
• The implementation of the MoU is triggering a shift of spirits labels on an unprecedented,
massive scale due to the:
– High diversity (number of distilleries) and comparatively low level of consolidation in the
sector (Top 10 producers present only <50% of total market in value)
– Extremely high SKU variety in spirits, also for small distilleries (cask strength, seasonal
products, special releases etc.)
• Exporting producers need to handle this in addition to complex compliance challenges with
regards to huge variety of different label requirements internationally (which is why the
pan-European approach of the MoU is so important)

7. MoU Implementation –
How We are Helping Our Members
• Q&A
• Detailed Guidance Document
• Roadshows
• Workshops
• Helpdesk

8. Energy Labelling on Alcoholic Beverages & Inter-
Category Comparability

9. #RightToKnow & #DutyToBeAccurate: a Word on
Sectoral Specificities
• Spirits are among the most closely defined and best
protected food & drink products in the EU
• The ‘definition, description, presentation and labelling of
spirit drinks’ is specifically regulated in the EU’s Spirits
Drink Regulation 110/2008 (now: 2019/787)
• Tight & clear definitions of:
– Category names/production standards
– GIs
– Age statements
…ensure the highest level of consumers protection & act
as meaningful channels to convey important consumer
information which support informed purchasing
decisions & choices.

10. The Way Forward
• A clear & transparent pathway to monitor progress

11. Conclusions
• MoU approach is tried & tested at EU level and is working successfully in other areas
(counterfeit goods, online advertising and IPR)
• Commission’s ”Principles for better self- and co-regulation“ provide helpful guidance on
best way forward
• Self-Regulation needs to be:
– ambitious & realistic
– fair & inclusive (+ anti-trust compliant!)
– transparent & measurable
• Spirits sector’s MoU provides a clear, harmonized roadmap on a pan-European scale,
strengthening the EU’s Single Market
• The MoU presents a tangible, focused & constructive way forward on consumer information
– let’s work together to make it a success!

12. Thank You for Your Attention!