Shot-based products have featured in several memorable moments over the 30 years of the Code of Practice. The term ‘shot’ can be taken to imply a small measure of drink rather than a particular style of consumption, but terms like ‘shooter’ or ‘slammer’ undoubtedly carry more risk of suggesting a rapid or ‘down in one’ approach. The Independent Complaints Panel will approach each product on a case-by-case basis and they monitor changes in consumer behaviours and attitudes to keep up to date as packaging developments evolve.
In 2009 the Panel made decisions that indicated a drink in a test-tube container would inevitably breach the Code for urging ‘down-in-one’ consumption (see 2009 decisions on Rampant and Mmwah!). The following year, in 2010 with Shootaz, the Panel asked the Portman Group to commission independent research into the way in which consumers tended to drink products in test-tube containers and their perceptions of such products. In light of the fresh arguments and evidence that had been made available and considering the relatively small quantity of alcohol contained in each re-sealable test-tube (0.3 of a unit), the Panel considered that the Shootaz product was unlikely to cause harmful drinking behaviour and did not breach the spirit of the Code in terms of urging ’down-in-one’ consumption. The Panel did however note, that one of the variants in the Shootaz range was described as “Energy flavour”. It considered that this implied that the product could enhance mental or physical performance and accordingly found the product in breach of Code paragraph 3.2(j).
Whilst resealable test tube containers are not likely to cause a problem in and of themselves, there are risks associated with messaging that suggests a rapid style of consumption. To minimise the risk of complaint, producers should ensure that shot based products promote a sip and savour style of consumption and this extends to the on-trade too, with producer led point-of-sale marketing. As an example, the Advisory Service recommend that serving accessories such as branded trays which hold a round of shot glasses are promoted with a serving suggestion to ‘sip and savour the taste’ rather than ‘shoot’ or ‘slam’ the drink.
The Advisory Service is always on hand to provide free and confidential advice and aim to respond to all requests within 48 hours. You could say, as quick as a shot!