SAB Miller stopped importing one of of its brands because it did not contain enough health and unit information.
The global brewer said that is just how seriously it takes the voluntary labelling scheme.
It re-iterated that all of its UK brands contain the five key elements agreed voluntarily with the Government — unit information, pregnancy advice, a message about responsible drinking, a logo and link for Drinkaware and the NHS recommended limits.
It comes as the Government warned yesterday that the industry was "failing" on labelling and launched a consultation on whether legislation was required (Drinks industry 'failing' on labelling).
"We even stopped importing one of our brands because of the complexities in putting the Chief Medical Officer's advice on that niche brand," said SAB managing director Nick Miller.
"While we recognise that labels are just one component of a larger communication mix through which awareness, understanding and behaviour change on harmful drinking can be achieved, they serve as useful reminders for us all."
Re-labelling
Meanwhile, Diageo has committed to re-labelling its drinks brands in the UK by December 2012.
This task will involve over 200m bottles and cans, accounting for over 11% of all alcohol beverages sold in the UK .
The drinks giant said the best way ahead was for a mandatory scheme enforced by industry watchdog the Portman Group rather than by Government.
"We strongly believe that the only way to avoid consumer confusion is to make sure that the entire industry is also adopting all five labelling elements on their products," said said Diageo GB managing director Simon Litherland.
"That is why we have consistently called for an industry-led, co-regulatory labelling scheme on all alcohol products marketed and sold in the UK.
"This can be best achieved by an effective, open and co-regulatory framework. We urge the Government to work with The Portman Group to amend and use its industry wide code on Naming, Packaging and Promotion of Alcoholic Drinks as a simple solution to ensure an effective and consistent approach."