How many calories in that frosty beer? US consumers will soon find out

Would you drink fewer cold ones if you knew how many calories you were consuming?

Soon, many U.S. beer labels will include nutritional information, similar to the labels you see on bags of chips or soup cans.

READ MORE: Budweiser Canada’s ‘most popular’ beer; what’s your favourite?

The Beer Institute, representing major U.S. brewers, has introduced the Brewer’s Voluntary Disclosure Initiative,

“Participating brewers and importers will voluntarily list calories, carbohydrates, protein, fat and alcohol by volume on their beer products by including a serving facts statement,” the announcement reads.

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The participating brewers, which include Anheuser-Busch and MillerCoors, produce more than 81 per cent of beer in the U.S.

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The new guidelines also encourage an ingredient list and a date of production or “freshness date” on the label.

In Canada, alcoholic beverages are “usually exempt” from displaying a nutrition facts table; some reasons for having to show one include the addition of a vitamin or nutrient or when the product promises a “health” or “function” claim.

Canadians spent $21.3 billion or beer, wine and spirits in 2014-15, according to Stats Canada, with beer in the lead with $9 billion spent nationwide on the drink.

Calories can be a major deterrent for consumers when choosing food or beverage, and it can be difficult to find the calorie content of popular alcoholic beverages. A search of MolsonCanadian.ca failed to turn up calorie counts, but a search on parent company website MillerCoors.com revealed each 341 ml. bottle to have 143 calories.

READ MORE: A daily glass of wine for better health? Canadian study says it’s too good to be true

Now multiply that by number of servings consumed during a day on the dock or a night out.

Beer Institute President and CEO Jim McGreevy said the new measures show a “commitment to quality and transparency.”

“Beer is the most popular alcohol beverage in the United States, and I look forward to brewers and importers including a serving facts statement along with disclosing all ingredients in their products,” McGreevy said .

“Providing meaningful information will ultimately empower the consumer when making decisions regarding the beer beverage of their choice.”

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The brewers are encouraged to add the information to their labels by 2020.