A recent complaint about Camden Town Brewery’s ‘Show Off’ Lager was not upheld by the Independent Complaints Panel (Panel). A copy of the full decision is attached.
The complainant, a member of the public, expressed concern that the product could appeal to under 18s since it looked like a can of a fizzy, energy drink.
Reviewing the product in detail, the Panel believed:
- The product communicated its alcoholic nature with absolute clarity because of the clear display of the word ‘lager’ which was presented on a white background on the front of the packaging.
- The product’s alcoholic strength by volume was also communicated clearly on the can.
- The back of the label included references to ‘brewing’, ‘lager’, a pregnancy warning and signposting to the Drinkaware website so the alcoholic nature of the product could be identified.
- The overall impression conveyed by the product with the name ‘Show Off’ was being used to demonstrate that the drink was showing off the qualities of the beer rather than creating a link to bravado.
For these reasons the complaint was not upheld under the following paragraph of the Code:
- 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
- 3.2(b) A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous of anti-social behaviour.
- 3.2 (h) A drink, its packaging and any promotional material or activity should not in any direct way have a particular appeal to under-18s.
A Camden Town Brewery spokesperson said, “At Camden, we’re committed to labelling and marketing our beers in a socially responsible way. We’re here to promote a culture of fresh drinking and fresh, progressive thinking, across everything we do, so following the guidance of The Portman Group we’re pleased to hear that the Panel has confirmed that our Show Off Juicy Lager aligns to these guidelines.”