500ml Cans of 9% ABV Kestrel Super Premium Lager Breach Alcohol Responsibility Rules
16/01/2015
The packaging of 500ml cans of Kestrel Super Premium Lager (Kestrel), a 9% ABV beer produced by Brookfield Drinks, have been found to encourage immoderate consumption after a ruling by the Independent Complaints Panel (ICP).
The ICP considered the product following a formal complaint from the homelessness charity Thames Reach.
In reaching its decision, the Panel considered detailed evidence submitted by the producers together with independent consumer opinion research. A copy of the full decision can be read here.
The producer explained that Kestrel Super Premium’s package design included the phrase ‘sharing can’ in bold letters on the front and back of the can. The producer said the majority of their consumers shared the contents of the can because of this message.
The Panel observed that the product in its current 500ml can contained 4.5 units - 0.5 and 1.5 units more than men’s and women’s recommended lower risk daily guidelines respectively. Furthermore, because of the container type (size and resealability) it was reasonable to expect that the contents would be consumed by one person in one session. Independent opinion research, carried out by YouGov, commissioned on behalf of the Panel, found that 80% of consumers expected the contents of a 500ml 9% abv can to be consumed by one person in one session, only with 2% saying that the cans could be easily resealed. The Panel noted the ‘sharing can’ message, but was not convinced that consumers would be persuaded by it to depart from the traditional pattern of consumption: i.e. by one person in one session.
In light of this, the Panel concluded that the product packaging did encourage immoderate consumption and the product was found in breach of Code rule 3.2(f).
Secretary to the Independent Complaints Panel Henry Ashworth said:
‘‘It is vital that a product’s packaging does not in any way encourage immoderate consumption and we advise all producers to seek advice from the Portman Group if they are in any doubt.”
The Portman Group, which provides the Secretariat to the Independent Complaints Panel, has issued a Retailer Alert Bulletin (RAB), instructing supermarkets, off-licences, convenience stores and other alcohol retailers not to place orders for 500ml cans of 9% ABV Kestrel Super Strength Premium Lager after 31 March 2015.
ENDS
For more information please contact:
Press Office
Dominic Rustecki | Press and Public Affairs Manager
0207 290 1460/1469 | drustecki@portmangroup,.org.uk