6th January 2016

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Pledge follows the leading brewer’s survey, revealing:


  • Millennials in the UK are more calorie conscious than older age groups and their European counterparts
  • 35% of adults are actively reviewing the calorie content of their drinks – rising to nearly 50% among 18-29yr olds
  • Fewer than 1 in 5 adults in the UK are aware of the calories in beer, despite it being one of the nation’s most popular beverages


6th January 2016, London, 


AB InBev UK has today announced the role it will play in AB InBev’s European pledge to provide consumers with full ingredient and nutritional information for its beers. The information will be available per 100ml as well as per portion size and will cover energy values, fat, saturated fats, carbohydrates, sugars, proteins and salt (the Big 7).


The changes will begin this year and be in place on at least 80% of European volumes by the end of 2017 with full information on all AB InBev brands already available online via


The pledge follows results from a recent survey conducted by IPSOS Mori for AB InBev that revealed UK consumers have limited knowledge of calorie levels in beer, with less than 1 in 5 claiming to be aware of them. The survey showed that providing more information on beer would be beneficial for consumers with over a third of respondents saying they pay close attention to their daily calorie consumption (36%), and 35% actively look at the calorie information of their drinks. This figure rises to nearly 50% (48%) among 18-29yr olds – the largest percentage among millennials across Europe.


UK consumers identified packaging (67%), brand websites (54%) and other information available online (43%) as the most essential channels for communicating calorie levels, nutritional information and information about ingredients.


The research informs wider commitments made by AB InBev as part of Brewers of Europe (BoE), the organisation representing the entire European brewing sector, who have pledged to make product nutritional information more readily available to consumers. BoE have committed to providing full information on ingredients, energy and nutritional values per 100ml either on label and/or online.  AB InBev’s pledge goes above and beyond this minimum BoE commitment by:


  • Placing full ingredient and energy information on primary packs
  • Placing full ingredient and Big 7 nutrition information on non-returnable secondary packs
  • Providing not only the mandatory ‘per 100ml’ info but portion size as well
  • Providing a full list of ingredients, energy and other nutritional information online via


Anna Tolley, Legal and Corporate Affairs Director UK, said: “Consumers are getting savvier about their daily calorie consumption and are actively looking at nutritional information. While the EU continues to discuss the best way forward for nutritional labelling in our industry, we want to give consumers the information they need at their fingertips to make well informed choices and enjoy our products responsibly.”


AB InBev will be tracking and reporting on progress through independent audits.





For further information, please contact:

Sophie Kurta, External Communications Manager, AB InBev UK

[email protected]


Mallika Basu, Specialist Partner, Pagefield

[email protected]

07939 521 708 / 020 3327 4067


Notes to editors


Read more about AB InBev’s European commitment here.


About the survey


The IPSOS Mori survey was carried out in May 2015 among consumers of alcoholic beverages aged 18-65 year old in Belgium, UK, Germany, France, Italy and Spain. There were a total of 6104 respondents, of which 1004 were from the UK.


About AB InBev UK & Ireland 


AB InBev UK Ltd is the UK trading subsidiary of Anheuser-Busch InBev SA/ NV, a Belgian-based public traded company (Euronext: ABI) and global top 5 consumer goods company. In the UK, AB InBev employs nearly 1,000 people in our two breweries and local headquarters. We are proud to offer the UK’s leading premium beer and cider brands, including global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bass® and Boddingtons®. We are a founding member of the Portman Group, member of the British Beer and Pub Association,  supporter of the Drinkaware Trust, have partnered with the Alcohol Education Trust and are a signatory to a number of pledges as part of the Public Health Responsibility Deal. We have set ourselves the goal through our people, products and work to be the Best Beer Company Bringing People Together for a Better World. Learn more at or on Twitter through @ABInBevUKI_News.


For more information about Anheuser-Busch InBev, please visit


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