Michael Clancy of Lough Ree Distillery to discuss the roll-out of new e-labels for spirits at European event

November 17, 2021

spirits Summit 2021 will focus on achieving a sustainable and resilient recovery for the spirits sector

Michael Clancy, Co-Founder of Lough Ree Distillery in Longford will today (17th November) discuss new e-labels being rolled out across Ireland and the EU at spirits Summit 2021, organised by spiritsEUROPE, which represents producers of spirits drinks at the EU level.

In September, Lough Ree Distillery was one of two Irish distilleries, alongside Skellig Six18, that signed up to the European pilot of these new e-labels.

U-LABEL, a consumer-friendly e-label platform, is a collaboration between spiritsEUROPE and CEEV, the voice of the European wine sector.

The platform enables consumers across Europe to access information via QR code technology about the spirits products they purchase.

The QR code appears on Bart’s Irish Whiskey, a new product from Lough Ree Distillery.

The platform allows any spirits company, small or large, to give EU consumers relevant, standardised and detailed product information, including the list of ingredients, nutrition information, responsible drinking guidelines and information about sustainability.

There are fifteen spirits and wine producing companies participating in the pilot phase, ahead of the labels being rolled out further. It’s anticipated that more Irish companies will adopt the system after the pilot phase.

Michael Clancy, Co-Founder of Lough Ree Distillery in Longford said:

“At Lough Ree Distillery, we are very proud to be part of the e-Label platform project, enabling us to provide more consumer information on our products. It gives us the opportunity to share information in a consistent and best practice way with our customers across the EU. I’m looking forward to giving at update at the conference on the labels, which we’re rolling out on our new Bart’s Irish Whiskey product.”

Vincent McGovern, Head Spirits in Drinks Ireland said:

“Irish spirits companies are committed to providing consumers transparent information about the products they consume. Lough Ree Distillery is one of fifteen producers across the EU trialling the new labels, and we’re looking forward to hearing Michael Clancy’s insights at the event, ahead of the labels being rolled out further.”