TOKYO* BEER BANNED
03/12/2009

Brewdog beer banned because its label encourages consumers to drink to excess.

Brewdog’s Tokyo* beer won’t be sold by bars, clubs and shops across the UK following a ruling under the Portman Group’s Code of Practice.
 
Alcohol Focus Scotland and a member of the public complained that a message on the drink’s label encouraged excessive drinking. 
 
The Independent Complaints Panel decided that the 18% ABV beer breaks the Code which sets minimum, mandatory standards for drinks producer marketing. 
 
The Portman Group is issuing a Retailer Alert Bulletin asking retailers to stop selling the drink until its marketing is altered to comply with the Code.
 
David Poley, Portman Group Chief Executive, said:

“We don’t regulate the alcohol content of drinks but we do control how they are promoted.  It’s obviously unwise for any company to urge consumers to drink to excess.  We won’t allow any irresponsible marketing whether it’s for a big brand or a niche product.  That’s why we’re taking action to restrict future sales of this beer.”
 
The Panel did, however, dismiss complaints that the product’s packaging unduly emphasised its strength and that the expression “intergalactic fantastic” on the label was a reference to the effects of illicit drugs.
 
Notes to editors
 
Tokyo* beer is manufactured by Brewdog, a company based in Fraserburgh, Scotland.  The message on the label and website that caused the complaints reads:  “Everything in moderation, including moderation itself.  What logically follows is that you must, from time, [sic] have excess.  This beer is for those times.”

The full complaints decision can be read here: http://www.portmangroup.org.uk/?pid=25&level=2&bid=241 
 
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 all drinks producers.  Complaints are heard by the Independent Complaints Panel which is chaired by Sir Richard Tilt, formerly Director General of the Prison Service, and whose other members are Laura Hyrapetian; Fiona Lewis; Stephen Robinson; Nigel Long; Jon Eggleton; Revd. Canon Professor Martyn Percy and Barbara O´Donnell
 
Since the Code was introduced in 1996, over 70 drinks have been found to breach the Code.  Retailers do not sell any product that breaks the Code until that drink’s marketing has been altered to comply with it.  This sanction provides a strong commercial threat to companies, encouraging them to keep their marketing responsible. 
 
The work of the Portman Group is funded by its nine member companies: Bacardi-Martini, Beverage Brands, Brown-Forman; Carlsberg UK; Molson Coors Brewing Company UK; Diageo; Heineken UK, Inbev UK and Pernod Ricard. 
 
For more information call the Portman Group on 020 7907 3700


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