Irish Distillers, which is owned by Pernod Ricard, has launched a digital e-label system which will better inform consumers about the products they are consuming, as well as encourage responsible drinking.
The digital labelling initiative is starting with a European pilot programme across Pernod Ricard's strategic international brands, include Jameson Irish whiskey and Absolut vodka in the Irish market.
It will then be rolled out globally across all Pernod Ricard's brands by 2024.
The company said its new initiative aims to offer consumers a quick and easy way to access product and health information on packaging via a QR code.
Nodjame Fouad, Chairman and CEO of Irish Distillers, said the company has always been a consumer centric company committed to responsible drinking.
"The pilot of this new digital label solution in Ireland and other European markets strives to respond to our customers' evolving desire for more information about the products they are consuming," she said.
"Through this proactive initiative, we are continuing in our efforts to be an industry pioneer by aiming to better inform consumers about the products they purchase and about responsible drinking," she added.
Bottles of Jameson and Absolut in Ireland will now carry a QR code on the back label.
Once scanned with a smartphone, the code will redirect consumers directly to a platform where they will be able to access the list of ingredients and nutritional information of the drink, information about the health risks associated with the consumption of alcohol and where to find relevant information in their country.
Responsible drinking information, including the local low risk drinking guidelines specific to each country, as well as information about who should not drink alcohol will also be included as well as a link to a consumer information website.
