25/02/2008
The label on a bottle of Dorothy Goodbody Wholesome Stout does not breach the Portman Group’s Code of Practice, the Independent Complaints Panel has decided.
Alcohol Concern complained that the drawing on the drink’s label of a young woman, whose dress is pulled back to reveal her thighs, was “sexually suggestive.”
The Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks prevents companies from associating their drinks with sexual success.
But the Independent Complaints Panel accepted the argument of Wye Valley Brewery, the drink’s producer, that the label image was intended to capture the spirit of fun and innocence of 1950s rural Herefordshire.
“The Independent Complaints Panel accepted that the image was slightly saucy but in the style of an old-fashioned seaside postcard. Although the drink’s name ‘Goodbody’ has slight sexual connotations, it also refers to the nature of the drink.
“Overall, the Panel decided that because this is just a drawing rather than a real woman, and the sexual connotations are so mild, the drink is not in breach of our Code.”
Notes to editors
The full complaint decision and label image of Dorothy Goodbody Wholesome Stout are available from the Portman Group and on the Portman Group’s website: http://www.portmangroup.co.uk/?pid=25&level=2&bid=215
The drink is produced by Wye Valley Brewery, Stoke Lacy, Herefordshire.
All complaints are heard by an Independent Complaints Panel which is Chaired by Sir Richard Tilt, former Director General of the Prison Service. The Panel looks at each case on its merits and decides whether the complaint should be upheld. A single complaint from a member of the public, or any interested party, is enough to trigger an investigation. The other members of the Panel are Morven Proctor, Callum Jacobs, Angela Sarkis CBE, Nigel Long, Jon Eggleton, Revd. Canon Professor Martyn Percy and Barbara O´Donnell.
Retailers will not sell any drink found to be in breach of the Code until its marketing has been altered to comply with it. This sanction provides a strong commercial threat to companies, encouraging them to ensure that their marketing is responsible. Over 70 drinks have been found to be in breach of the Code since it was introduced twelve years ago
The Code of Practice applies to pre-packaged alcoholic drinks and the promotional activities of drinks producers. The Code covers a drink’s name and packaging, press releases, websites, sponsorship, sampling, branded merchandise, advertorials and all other promotional material. It does not apply to alcohol advertising which is regulated by the Advertising Standards Authority.
The Code prohibits, for example, the marketing of alcoholic drinks to under-18s; the alcohol content of a drink must be made absolutely clear; its alcoholic strength should not be dominant; there must be no association with illegal drugs, bravado, aggression or anti-social behaviour and any suggestion that the drink will lead to sexual success or increased popularity is also banned.
The Portman Group is the largest financial supporter of the Drinkaware Trust, the new charity responsible for educating consumers about responsible drinking. Portman Group member companies are: Bacardi-Martini, Beverage Brands, Brown-Forman; Carlsberg UK; Coors Brewers; Diageo; Inbev UK; Pernod Ricard UK; and Scottish & Newcastle.
For more information call the Portman Group on 020 7907 3700
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