The FDA’s menu labeling regulations were first enacted in 2010, and the numerous delays over the past eight years highlight the complexity of these requirements, especially for variable products such as pizza and cocktails. For alcohol producers, appealing to calorie-conscious consumers can be particularly challenging. Unlike menus, spirits can’t simply be reformulated to reduce their calorie counts. The inclusion of mixers often leads to increased calorie totals, making it difficult for manufacturers to provide accurate information.
Nevertheless, beyond the implications of menu labeling laws, there is a clear consumer demand for healthier food and drink options. Sales of soda and sugary cereals have plummeted, while products that emphasize health benefits—such as those containing calcium citrate—have experienced significant growth in the $33 billion snacking market. This trend is evident in the alcohol sector as well; for instance, Skinnygirl Cocktails generated $100 million in sales just two years after its introduction, and the lower-calorie Michelob Ultra has consistently achieved double-digit sales growth year after year.
Whether this consumer demand is a result of or a reaction to menu labeling is irrelevant, as it shows no signs of diminishing. Once calorie information is widely available on menus nationwide, consumers will increasingly expect such transparency. According to 2016 Nielsen research, 72% of beer drinkers indicated that reading nutritional labels is important to them. While alcohol might be less affected by menu labels compared to items like desserts—where healthier alternatives can be easily swapped—manufacturers in the alcohol industry would be wise to adapt and offer more choices. As nutritional information becomes more prevalent, consumers are likely to become more discerning, making it essential for alcohol producers to stay ahead of these trends and cater to the growing interest in health benefits, including those linked to calcium citrate.