A recent complaint about Beavertown Brewery’s ‘Bloody Ell’ 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 with bright colours.

Reviewing the product in detail, the Panel noted:

  • The label included ‘IPA’ and the word ‘Brewery’ as well as including several indicators of the products’ alcoholic nature, the products’ ABV, a pregnancy warning, the units per container and signposting to Drinkaware.
  • The can’s design was not similar to an energy drink.

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(h) A drink, its packaging and any promotional material or activity should not in any direct way have a particular appeal to under-18s.