What am I drinking? The effects of serving facts information on alcohol beverage containers

Excessive alcohol consumption is associated with numerous adverse health conditions and is the third leading cause of preventable death in the United States. Unlike manufacturers of most other packaged food and beverage products, alcohol beverage producers are not required to disclose product nutrition information. This situation may soon change. On July 31, 2007, the Alcohol and Tobacco Tax and Trade Bureau proposed a rule that will require a Serving Facts panel containing a statement that includes levels of calories, carbohydrates, fat, and alcohol content on all alcohol beverage containers. The primary purpose of this research was to test predictions and provide insight regarding consumers' potential responses to the provision of Serving Facts information on alcohol beverage labels. Implications of the results for public policy makers and consumer welfare are offered.