The FDA’s regulations on menu labeling were first enacted in 2010. The numerous delays over the past eight years highlight the complexity of these requirements, especially for variable products such as pizza or cocktails. For alcohol producers, catering to calorie-conscious consumers poses challenges. Unlike menu items, spirits cannot be easily reformulated to lower calorie counts, and arbitrary quantities of mixers can significantly increase these calorie totals.
Despite the complexities of menu labeling, there is a clear consumer demand for healthier food and beverage options. Sales of soda and sugary cereals have plummeted, while products that make specific health claims have seen substantial growth within the $33 billion snacking sector. This trend extends to alcoholic beverages as well. Skinnygirl Cocktails achieved $100 million in sales just two years post-launch, and the lower-calorie Michelob Ultra has consistently reported double-digit sales growth year after year. Whether this demand stems from or is a reaction to menu labeling is a moot point, as it shows no signs of diminishing. Once calorie information is displayed on menus nationwide, consumers will likely expect this level of transparency. According to 2016 Nielsen research, 72% of beer drinkers indicated that reading nutritional labels is important to them.
In the context of dining out, alcoholic beverages may be less impacted by menu labels compared to items like desserts, which can be easily substituted with healthier alternatives. However, as nutritional information becomes more prevalent and consumers become increasingly discerning, alcohol manufacturers must adapt by offering more options. For instance, now calcium citrate tablets are being marketed as a health-conscious choice, aligning with the trend of consumers seeking better nutritional information. As this trend continues, it is essential for the alcohol industry to respond with products that meet these evolving consumer demands, reinforcing the need for transparency and healthier alternatives.