About the portman group

The Portman Group is the social responsibility body and regulator for alcohol labelling, packaging and promotion in the UK. Founded in 1989, it has over 160 code signatories from producers, retailers and membership bodies and it is funded by 19 industry leading member companies.

The Portman Group aims to consistently challenge the industry to deliver high standards of best practice and fulfil the essential self-regulatory role of ensuring the responsible marketing and promotion of alcoholic products to UK consumers under our Codes of Practice. The Code which celebrated its 25 year anniversary in 2021 outlines the guidelines all alcohol producers must follow when naming, branding and selling alcoholic drinks. The Portman Group provides free advice to producers on labelling design in relation to the Code and training on how the rules are applied.

25 Years of the code

For over 25 years, the Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks has sought to ensure that alcohol is promoted in a socially responsible way, only to those aged 18 and over, and in a way that does not appeal particularly to those who are vulnerable. The Code has helped create an industry that works effectively within the context of a self-regulatory model, while encouraging design, innovation and creativity. This has been done in a effective, responsive and inexpensive way. Find out more here.


In November 2021, we released our report, Informing Alcohol Consumers: UK 2021 Market Review. This provides the results of our research into information on labels of alcohol products from the top UK brands. Read the full report, blog post and press release here.


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Further Reading