This research reports on the impact of different energy (kilojoules/calories) labels on consumers’ likelihood of buying and drinking alcoholic beverages.
Phase one used focus groups to explore consumers’ awareness of energy in alcoholic beverages, their views on energy labelling on alcoholic beverages, and the effects of different types of energy labelling on likely purchase and consumption of alcohol.
Phase two used randomised trial methodology to further explore the impact of different energy labelling.