Meteorologists say summer began on June 1st, Astronomists say the date changes in line with the summer solstice and this year it will start on June 21st. Meanwhile many people in the U.K feel like summer arrived early for 2026 with the hottest May bank holiday on record. The bright and sunny weather brings a great opportunity for marketing cool and refreshing drinks, here’s the Advisory Service’s guide to making sure alcohol marketing doesn’t make you sweat!
Social Success
Marketing lines which place alcohol as a legitimate accompaniment to a social occasion are acceptable but producers should be careful not to tip over into suggesting that alcohol can be a catalyst to social success. Lines such as ‘get the summer started’ could be interpreted as a suggestion that consumption of the drink could improve the success of the summer season. We would instead recommend that marketing lines focus on the quality and taste of the drink, for example ‘a refreshing choice for your summer drinks’.
Novel packaging
Packaging which makes drinks easy to freeze or easier to carry and reseal when outdoors are often popular in the hotter months. Novel packaging is not inherently an issue under Code rules, but care should be taken to ensure that the alcoholic nature of the drink is absolutely clear to avoid any confusion for consumers.
Water sports and beach play
Producers often want to use beach or pool scenes to communicate the summery nature of their product. Creative designs can be acceptable under Code rules so long as care is taken to avoid any images that suggest the drink has been consumed before or during taking part in water sports or swimming. Additionally, some beach and pool accessories may particularly appeal to under-18s, such as buckets and spades or inflatables with child-friendly themes and so these images should be avoided to minimise risk.
Therapeutic benefits
Alcohol marketing should not suggest that consumption of a drink can change mood or behaviour. Presenting a chilled drink as a serving suggestion is acceptable, but care should be taken to avoid any suggestion that a chilled drink could make a consumer feel ‘chilled’ or relaxed.
Alcohol Alternatives
Alcohol alternatives are a popular choice during warmer weather especially for those who may be designated driver on beach or festival days. Just as with alcohol products, it is important to minimise consumer confusion, an alcohol alternative drink should make it clear that it is below the threshold to be considered an alcoholic drink. This could be achieved by communicating the product’s ABV or using a descriptor where appropriate i.e., ‘alcohol-free’.
Just like alcohol products, a drink its packaging and any promotional material or activity should not have a particular appeal to under-18s. The alcohol alternative category is intended for adult consumers and so any marketing or associated merchandise should not have a particular appeal to under-18s.
Free Advisory Service
If you are an alcohol producer or marketing agency that would like to access free, fast and confidential advice for your summer activations, please do get in touch using our webform or direct email, the Advisory Service will be happy to hear from you.
Author: Laura Blackmore
Laura is responsible for providing tailored regulatory advice and training under the Portman Group’s Codes of Practice. Laura brings experience from a successful career in education, leadership and management. Laura utilises her educational background to deliver bespoke training and advice through the Portman Group’s advisory service.