Reactions from the alcoholic beverage industry has been mixed, but generally positive.
"While the wine industry as a whole is in not in favor of making it mandatory to include Serving Facts on alcohol labels, we maintain a neutral position since it’s a voluntary ruling," says Michael Kaiser, director of communications for Wine America.
If it were mandatory, Kaiser says there would be concerns about the financial cost to small, independent wineries that would have to pay to analyze every batch of wine. And although consumers are unlikely to see any price changes at this point, a mandatory ruling may result in slight price increases, especially from smaller vineyards.
Kaiser also cites an aesthetic concern. "Wines use labels as a form of advertising to consumers, so a mandatory Serving Facts label would interfere with the aesthetics."
The Distilled Spirits Council, meanwhile, released a statement in support of the ruling. "We see it a positive example of public health prevailing over politics," says Lisa Hawkins, vice president of public affairs. "It's great news for nutrition-conscious consumers who read labels of other food and beverage products to make informed decisions."
Hawkins also believes that having the amount of alcohol by volume on the label will help people measure and moderate their drinking to follow the Dietary Guidelines for Americans in regard to alcohol consumption. For women, the guidelines recommend one drink per day, which means 1.5 ounces of distilled spirits, 5 ounces of wine, or 12 ounces of beer.
As for the beer industry's feelings, in a press release, Joe McClain, president of the Beer Institute, said, “We applaud the TTB’s conclusion that rules be based on how drinks are actually served and consumed. People have a right to know their drink and know that there is a difference between a beer, a glass of wine, and a cocktail.
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