25/07/2008
Two cider products have been found in breach of the Portman Group’s Code of Practice.
The Independent Complaints Panel decided that Blackout Cider carried strong connotations of alcohol-induced unconsciousness - the promotion of any intoxicating effect is disallowed under the Code.
The packaging of Mega White Cider was problematic because it displayed the description “mega strength” - the Code stipulates that the high alcoholic content of a drink must not be a dominant theme in its marketing.
However, the Panel dismissed another complaint that Moonshine White Cider was encouraging illegal and immoderate consumption.
The National Association of Cider Makers lodged complaints about these three drinks which are produced in
David Poley, Portman Group Chief Executive, said:
“The name Blackout was apparently intended to celebrate the eclipse of the sun but it can also mean passing out. It’s unacceptable for the industry, even inadvertently, to promote any dangerous effect which can occur through excessive drinking. A Retailer Alert Bulletin will now be issued to get Blackout taken off shelves.
“The Independent Complaints Panel decided that the term ‘mega strength’ made Mega White’s high alcoholic strength a dominant theme. Retailers will not sell this drink until its packaging has been altered to comply with the Panel’s decision.
“In the case of Moonshine White Cider, the Panel considered that though the brand name clearly alludes to illegally produced alcohol that is not the same as illegal or immoderate drinking which would be in breach of the Code.”
Notes to editors
You can read the full complaints decisions here: http://www.portmangroup.co.uk/?pid=25&level=2
The Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks 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 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; it must not encourage rapid or down-in-one drinking; 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.
All complaints are heard by the Independent Complaints Panel which is chaired by Sir Richard Tilt, former Director General of the Prison Service. 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.
Since the Code and the Independent Complaints Panel were introduced in 1996, over 70 drinks have been found to be in breach of the Code. Retailers do not sell any drink found to be in breach of the Code until that drink’s marketing has been altered to comply with the Code. This sanction provides a strong commercial threat to companies, encouraging them to ensure that their marketing is responsible.
The Portman Group is the largest financial supporter of the Drinkaware Trust, the new charity educating consumers about sensible 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.
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