Advisory Service - Portman Group

Get expert advice on alcohol packaging and marketing now

Get free and confidential advice on alcohol packaging and marketing here. Any alcohol producer can request advice on naming, labelling, packaging and promotions at any stage from pre-launch to marketing that is already live. Our Advisory Service will help you understand whether your marketing is likely to comply with the Portman Group’s Codes of Practice.

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What is the Advisory Service?

The Portman Group administers the rules for how alcohol products are marketed in the UK which cover naming, promotion, packaging and sponsorship. Our Advisory Service gives producers and agencies the chance to check their work against our Codes of Practice at any time including before anything goes public.

Who should use the Advisory Service?

You don’t need to be a large company or a Portman Group member company to get advice. If you’re involved in producing or marketing alcohol in the UK, this service is for you.

The Advisory Service is intended to help producers avoid problems. If a product, promotion or sponsorship is subject to complaint then it could be investigated by the Independent Complaints Panel. The Advisory Service aims to support producers to minimise the risk of breaching the Codes.

Free and fast

There’s no charge for the service and it’s available to businesses of any size.

We are a small team but we aim to respond to all advice requests within 48 hours (members can receive express advice in 24 hours). Our office hours are Monday to Friday 9am to 5pm, we only close during bank holidays and at Christmas time.

You can submit requests as often as you like throughout the year, there is no limit to the free advice that you can claim.

Strictly confidential

All advice requests are handled confidentially. What you share stays with the Advisory Service; the only exception is if a product is subject to complaint and you choose to share our advice with the Independent Complaints Panel as part of the investigation.

As all advice is confidential between the Advisory Service and the producer of the drink, we can only provide advice to the UK brand owner. If you are a retailer, distributor or a marketing agency we will require permission from the producer to share our advice with you.

Is the advice binding?

No, our advice is just that – advice, it is not binding on you or the Independent Complaints Panel if it is subject to complaint.

We provide advice under our Codes of Practice, but we cannot advise on legal elements of packaging or promotions. We will always try to help and signpost to other bodies where relevant.

How it works

Submit your request

Use the form above (or email us directly) with details of your product, brand, or campaign. Please include front and back images of products where possible so that we can consider the overall impression conveyed by the packaging and marketing.

We provide advice

Our team assesses your submission under the relevant Code rules, covering areas like packaging, naming and promotional activity. We will always provide a copy of our advice in writing even if you phone us in the first instance.

We’ll advise whether your marketing is likely to comply with the Codes and where there may be areas of elevated risk. If you do wish to come back with a revised version; there’s no limit to the number of times you can speak to us.

Complete the form above to submit a request or email us at advice@portmangroup.org.uk providing as much information as possible about your inquiry, or call 07935714513.

Other relevant bodies

The Portman Group covers responsible naming, packaging, promotion and sponsorship of alcohol products. Depending on your campaign, you may also need to engage with other regulators and organisations listed below.

Advertising Standards Authority The UK’s advertising regulator for most media. Speak to the Committee of Advertising Practice Copy advice for non-broadcast marketing.

Clearcast Pre-clearance for TV advertising in the UK

Radiocentre Clearance body for advertising on UK commercial radio

Local Trading Standards legal labelling requirements

Drinkaware For use of the Drinkaware logo

IARD Overview of international alcohol labelling requirements

Your Local Council licensing team handles alcohol licensing in your area

To understand how we use your data please get in touch with us here.

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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21 April 2023

Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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Rulings + Decisions

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29 September 2021

Rulings + Decisions

Cherry Bomb

29 September 2021

Rulings + Decisions

Clwb Tropica

29 September 2021

Rulings + Decisions

Clwb Tropica Four Pack

29 September 2021

Rulings + Decisions

Double 99

29 September 2021

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29 September 2021

Rulings + Decisions

Original Nuttah

1 July 2021

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American Dream

10 May 2021

Rulings + Decisions

Quickie Wine

10 May 2021

Rulings + Decisions

Little Pomona Table Cider

14 April 2021

Rulings + Decisions

Blossom Hill Spritz

14 April 2021

Rulings + Decisions

Loose Juice

20 January 2021

Rulings + Decisions

Colorado High

8 October 2020

Rulings + Decisions

Orchard Thieves

16 September 2020

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Buoyancy Aid

16 September 2020

Rulings + Decisions

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3 July 2020

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Karpackie 9%

3 March 2020

Rulings + Decisions

Keller Pils

3 March 2020

Rulings + Decisions

Running with Sceptres

3 March 2020

Rulings + Decisions

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3 March 2020

Rulings + Decisions

Lawless

12 December 2019

Rulings + Decisions

Delirium

12 December 2019

Rulings + Decisions

Ménage à Trois Midnight

12 December 2019

Rulings + Decisions

Taras Boulba

14 November 2019

Rulings + Decisions

Lucky Buddha

14 November 2019

Rulings + Decisions

Juicebox

14 November 2019

Rulings + Decisions

Birra Moretti Grani Antichi

14 November 2019

Rulings + Decisions

Leffe Brune Abbey

24 October 2019

Rulings + Decisions

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24 October 2019

Rulings + Decisions

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24 October 2019

Rulings + Decisions

THRILLSEEKER (330ml can)

5 September 2019

Rulings + Decisions

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5 September 2019

Rulings + Decisions

Beavertown Brewery’s Bloody Ell

5 September 2019

Rulings + Decisions

SUICYDER

18 July 2019

Rulings + Decisions

Porn Star Martini

18 July 2019

Rulings + Decisions

Jameson Irish Whiskey Barrelback On-Trade Promotion

23 May 2019

Rulings + Decisions

Sweet Little Glitter Bomb Bubble Gum Gin Liqueur, Glitter Bomb Love Heartz & Pink Vanilla Candy Floss Gin Based Liqueur

15 March 2019

Rulings + Decisions

Pixie Tears Gin

14 March 2019

Rulings + Decisions

Zymurgorium Forced Darkeside Rhubarb Gin Liqueur

7 March 2019

Rulings + Decisions

Unicorn Tears Raspberry Gin Liqueur

7 March 2019

Rulings + Decisions

Unicorn Tears Gin Liqueur

7 March 2019

Rulings + Decisions

Unicorn Tears Raspberry Gin Liqueur Miniature

7 March 2019

Rulings + Decisions

Neck Oil

31 January 2019

Rulings + Decisions

Flamingo Tears Pink Grapefruit Gin

13 December 2018

Rulings + Decisions

3 Pugs Bubblegum Gin Liqueur

17 October 2018

Rulings + Decisions

Cronk Y Voddy

17 October 2018

Rulings + Decisions

Cronk Y Voddy sponsorship of TT rider Andrew Dudgeon

13 September 2018

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Slingshots

13 September 2018

Rulings + Decisions

Easy IPA

13 September 2018

Rulings + Decisions

HappyDown Sparkling Cocktails (entire range)

13 September 2018

Rulings + Decisions

Desperados (250ml Can)

13 September 2018

Rulings + Decisions

Fynoderee Manx Bumbee Vodka

13 September 2018

Rulings + Decisions

Disco Forklift Truck Mango Pale Ale

10 July 2018

Rulings + Decisions

Pink IPA

27 June 2018

Rulings + Decisions

Hoola Hooch

18 May 2018

Rulings + Decisions

SPAR ‘Everyday Wine’ Press Releases

11 December 2017

Rulings + Decisions

Cwtch

23 August 2017

Rulings + Decisions

CollaGin

23 August 2017

Rulings + Decisions

Mr Gladstone’s Curious Emporium Range

1 June 2017

Rulings + Decisions

Cactus Jack’s Schnapps (Black Jack and Fruit Salad)

12 April 2017

Rulings + Decisions

Old English Gin

12 January 2017

Rulings + Decisions

K Cider 500ml

12 January 2017

Rulings + Decisions

Crest Super 10% 500ml Can

12 January 2017

Rulings + Decisions

Oranjeboom 8.5% 500ml Can

8 December 2016

Rulings + Decisions

K Cider

18 November 2016

Rulings + Decisions

Psy.cho beer range

2 June 2016

Rulings + Decisions

Captain Morgan Product Range

2 June 2016

Rulings + Decisions

Kopparberg Frozen Fruit Cider

17 March 2016

Rulings + Decisions

Heineken Spectre 5% ABV 330ml bottle (primary and secondary packaging)

9 March 2016

Rulings + Decisions

Baileys Countertop Unit

14 January 2016

Rulings + Decisions

MMWAH 5 x 20ML Bottles Mixed Flavour Drinks

10 September 2015

Rulings + Decisions

Dragon Soop (500ml can)

19 March 2015

Rulings + Decisions

Diageo Bauble Cocktail Co-Promotion with Greene King

19 March 2015

Rulings + Decisions

Gamma Ray

11 December 2014

Rulings + Decisions

Willy’s Cider

11 December 2014

Rulings + Decisions

Skol Super 500ml can

11 December 2014

Rulings + Decisions

Kestrel Super Premium

11 December 2014

Rulings + Decisions

Carlsberg Special Brew (500ml can at 9% ABV)

24 July 2014

Rulings + Decisions

Pre-filled 30cl counter-top unit

14 June 2014

Rulings + Decisions

Cat Piss

14 June 2014

Rulings + Decisions

Dog Piss

12 June 2014

Rulings + Decisions

WKD Halloween Cocktail Cauldron

12 June 2014

Rulings + Decisions

Tennent’s Super (500ml can)

12 June 2014

Rulings + Decisions

Pernod

12 June 2014

Rulings + Decisions

Centenary Beer

12 June 2014

Rulings + Decisions

Bacardi Breezer (Watermelon and Orange)

12 June 2014

Rulings + Decisions

Knobhead

12 June 2014

Rulings + Decisions

Yellow Snow

12 June 2014

Rulings + Decisions

Shitfaced

12 June 2014

Rulings + Decisions

Puke

12 June 2014

Rulings + Decisions

Lazy Sod

12 June 2014

Rulings + Decisions

Arse Liquor

12 June 2014

Rulings + Decisions

Grumpy Git

12 June 2014

Rulings + Decisions

Dandelion & Birdshit

12 June 2014

Rulings + Decisions

Bullshit

8 April 2014

Rulings + Decisions

Dead Pony Club

13 March 2014

Rulings + Decisions

Mundies

13 March 2014

Rulings + Decisions

Leffe Blonde

13 March 2014

Rulings + Decisions

Guinness Original 4 x 330ml cardboard cluster pack

13 March 2014

Rulings + Decisions

Furry Ferret

13 March 2014

Rulings + Decisions

Red Army

6 February 2014

Rulings + Decisions

Four Loko

12 June 2013

Rulings + Decisions

Big Cock

31 January 2013

Rulings + Decisions

Guinness branded crisps

6 December 2012

Rulings + Decisions

Tesco Everyday Value range

17 September 2012

Rulings + Decisions

Laverstoke Park Farm Lager and Ale

3 August 2012

Rulings + Decisions

Absolut London and branded merchandise

Dr Von Hydes Herbal Liqueur Product Image 1

21 June 2012

Rulings + Decisions

Dr Von Hyde’s Herbal Liqueur

31 May 2012

Rulings + Decisions

Dark Conspiracy

3 April 2012

Rulings + Decisions

Vitesse Noir

7 February 2012

Rulings + Decisions

Magnum Tonic Wine

Healeys Texan style Hard Cyder Product Image 3

2 February 2012

Rulings + Decisions

Healey’s Texan-style Hard Cyder

19 January 2012

Rulings + Decisions

Suck & Blow

1 December 2011

Rulings + Decisions

Crunk

Stiffys Jaffa Cake and Stiffys Kola Kubez Product Image 1

8 November 2011

Rulings + Decisions

Stiffy’s Jaffa Cake / Stiffy’s Kola Kubez

8 September 2011

Rulings + Decisions

Corona Extra ‘Win to trip to Ibiza’ promotion

21 July 2011

Rulings + Decisions

Celldrinks

Kronenbourg 1664 Spotify Promotion Product Image 1

4 July 2011

Rulings + Decisions

Kronenbourg 1664 Spotify Promotion

Asda Premium Strong Cider Product Image 1

4 March 2011

Rulings + Decisions

Asda Premium Strong Cider

11 May 2010

Rulings + Decisions

Shootaz

11 May 2010

Rulings + Decisions

Quivers

11 May 2010

Rulings + Decisions

Shot In A Tube

10 December 2009

Rulings + Decisions

Cornish Rattler Cyder

3 December 2009

Rulings + Decisions

Tokyo* beer

14 October 2009

Rulings + Decisions

MMWAH!

Greene King Beer Promotion Product Image 1

28 May 2009

Rulings + Decisions

Greene King Beer Promotion

21 April 2009

Rulings + Decisions

Shoeyz Shots

16 April 2009

Rulings + Decisions

Rampant TT’s

16 March 2009

Rulings + Decisions

Yegaar

10 March 2009

Rulings + Decisions

Baby Blue/Baby Pink

20 January 2009

Rulings + Decisions

Speedball

23 December 2008

Rulings + Decisions

Skull Splitter

23 December 2008

Rulings + Decisions

Big Beastie

23 December 2008

Rulings + Decisions

Punk IPA

5 December 2008

Rulings + Decisions

Red Square Reloaded

5 December 2008

Rulings + Decisions

Monte Alban

5 December 2008

Rulings + Decisions

Riptide

5 December 2008

Rulings + Decisions

Hop Rocker

12 September 2008

Rulings + Decisions

ShotPak

12 September 2008

Rulings + Decisions

O.T.T (Old Tongham Tasty)

12 September 2008

Rulings + Decisions

Hogsback – Brewsters Bundle

Dorothy Goodbodys Wholesome Stout Product Image 1

25 August 2008

Rulings + Decisions

Dorothy Goodbody’s Wholesome Stout

26 June 2008

Rulings + Decisions

Mega White Cider

26 June 2008

Rulings + Decisions

Kestrel Super 500ml can

26 June 2008

Rulings + Decisions

Blackout Cider

16 May 2008

Rulings + Decisions

Skol Super 500ml

16 May 2008

Rulings + Decisions

Moonshine White Cider

16 May 2008

Rulings + Decisions

Carlsberg Special Brew 500ml can

28 March 2008

Rulings + Decisions

‘Mugshots’ section of WKD website

9 January 2008

Rulings + Decisions

Red Star Plus

19 October 2007

Rulings + Decisions

Rodnik’s Cannabis-Flavoured Absinthe

19 October 2007

Rulings + Decisions

Perigan’s Cannabis Flavoured Gin

19 October 2007

Rulings + Decisions

Iganoff Cannabis-Flavoured Vodka

30 July 2007

Rulings + Decisions

Pink Elephant

13 July 2007

Rulings + Decisions

ASDA Vodka-based RTD range

Rubbel Sexy Lager Product Image 1 scaled

19 March 2007

Rulings + Decisions

Rubbel Sexy Lager

14 February 2007

Rulings + Decisions

‘Chocolate and Cream’ Gift Pack

Teddy and Champagne Gift Box Product Image 1

1 September 2006

Rulings + Decisions

Teddy & Champagne gift box

1 September 2006

Rulings + Decisions

“Teddibrations” gift box

1 September 2006

Rulings + Decisions

“New Born Baby” gift basket

1 September 2006

Rulings + Decisions

“Let’s Celebrate” gift set

Congratulations New Arrival baby gift basket

1 September 2006

Rulings + Decisions

“Congratulations New Arrival” baby gift basket

26 May 2006

Rulings + Decisions

‘Bubbly & Bear’ Gift Pack

27 February 2006

Rulings + Decisions

Make a Complaint

20 January 2006

Rulings + Decisions

Funky Monkey Vodka Shots

Vodka Mudshake andVodka Twistee Shots condoms

19 December 2005

Rulings + Decisions

Vodka Mudshake & Vodka Twistee Shots Condoms

24 June 2005

Rulings + Decisions

Zebedee Beer pump clip

24 June 2005

Rulings + Decisions

Rocket Fuel Vodka and Rocket Fuel Ice

24 June 2005

Rulings + Decisions

Hot Shotz

11 March 2005

Rulings + Decisions

Dooley’s

Mickey Finn Spiked Appleand Moonshine Schnapps

25 February 2005

Rulings + Decisions

Mickey Finn’s Spiked Sour Apple & Moonshine Schnapps

21 January 2005

Rulings + Decisions

Kalashnikov Vodka

26 November 2004

Rulings + Decisions

Bliss

17 November 2004

Rulings + Decisions

Muse Cocktail Mix – Sex on the Beach

13 October 2004

Rulings + Decisions

www.vladivar.com

17 September 2004

Rulings + Decisions

Shooters

17 September 2004

Rulings + Decisions

Manhattan Cocktails – X on the beach

30 April 2004

Rulings + Decisions

Love Potion

26 April 2004

Rulings + Decisions

Shotz

27 February 2004

Rulings + Decisions

25 February 2004

Rulings + Decisions

Stiffy’s Shots & www.stiffys.co.uk

25 February 2004

Rulings + Decisions

Quickie

30 January 2004

Rulings + Decisions

Krush

21 November 2003

Rulings + Decisions

X-Plode

21 November 2003

Rulings + Decisions

Tubz

21 November 2003

Rulings + Decisions

Buzzpots

12 September 2003

Rulings + Decisions

Shag Lime (and variants)

23 June 2003

Rulings + Decisions

www.wkd.co.uk

23 June 2003

Rulings + Decisions

Roxxoff

25 April 2003

Rulings + Decisions

fcuk Spirit

17 April 2003

Rulings + Decisions

Screamers

21 February 2003

Rulings + Decisions

Tesco Stores Ltd

21 February 2003

Rulings + Decisions

Safeway Stores Ltd

21 February 2003

Rulings + Decisions

Kiss Me

21 February 2003

Rulings + Decisions

J Sainsburys plc

17 January 2003

Rulings + Decisions

Zippers

Logan Original Hemp Vodka Product Image 1

25 October 2002

Rulings + Decisions

Logan Original Hemp Vodka

25 October 2002

Rulings + Decisions

Hard Core

16 August 2002

Rulings + Decisions

Cannabis Vodka

16 August 2002

Rulings + Decisions

Crack Ice

14 June 2002

Rulings + Decisions

Archers Aqua

26 April 2002

Rulings + Decisions

B2 Budgen Express 420

13 March 2002

Rulings + Decisions

Dooley’s Original Toffee Liqueur

1 March 2002

Rulings + Decisions

Sidekick

4 September 2001

Rulings + Decisions

Bad Jelly Vodka

10 July 2001

Rulings + Decisions

After Shock

10 July 2001

Rulings + Decisions

Jelly Shot

10 July 2001

Rulings + Decisions

Shag Lager

10 July 2001

Rulings + Decisions

Jellybean Shooter

10 March 2001

Rulings + Decisions

Red

6 March 2001

Rulings + Decisions

Turbo White

21 June 2000

Rulings + Decisions

Cannabis – The Beer

21 June 2000

Rulings + Decisions

Sorted

26 May 2000

Rulings + Decisions

Bad Jelly

24 March 1999

Rulings + Decisions

‘Exotica’ Coconut Flavoured White Rum, Pineapple and Other Exotic Fruits

27 January 1999

Rulings + Decisions

Asda Alcoholic Pineapple and Grapefruit

18 December 1998

Rulings + Decisions

Source

28 September 1998

Rulings + Decisions

Amrick

11 May 1998

Rulings + Decisions

Dr Thirsty’s Orange Punch

11 May 1998

Rulings + Decisions

Spoof Alcoholic Grapefruit Drink

20 March 1998

Rulings + Decisions

Hi Fever

20 March 1998

Rulings + Decisions

Brit Pop Alcoholic Fruit Crush

20 March 1998

Rulings + Decisions

Dr Thirsty’s Fiji

20 March 1998

Rulings + Decisions

Multi Vita Vino

20 March 1998

Rulings + Decisions

“Risky Business” Caribbean Rum Punch

6 November 1997

Rulings + Decisions

Dr Thirsty’s Beetlejuice

6 November 1997

Rulings + Decisions

Mad Macauly’s Lemonade

6 November 1997

Rulings + Decisions

Hoolahans

30 September 1997

Rulings + Decisions

Aveq

30 September 1997

Rulings + Decisions

Squeal

30 September 1997

Rulings + Decisions

Scream’n Beaver lager

30 September 1997

Rulings + Decisions

Metro Discount Stores

30 September 1997

Rulings + Decisions

Jealous Lover Potions

30 September 1997

Rulings + Decisions

Hooper’s Hooch

18 August 1997

Rulings + Decisions

Diamond Zest

18 August 1997

Rulings + Decisions

Bullshit Beer

18 August 1997

Rulings + Decisions

Spiked Ice

18 August 1997

Rulings + Decisions

Shooter – Red Hot Slammer

18 August 1997

Rulings + Decisions

‘Lemonhead’ Alcoholic Lemon Drink and ‘Orangehead’ Alcoholic Orange Drink

18 August 1997

Rulings + Decisions

K-inky

16 July 1997

Rulings + Decisions

Ajouté Blended White WIne and Blackcurrant/Peach Liqueur (25cl, 12% abv)

16 July 1997

Rulings + Decisions

Spike Original White Wine Mixed Drinks

16 July 1997

Rulings + Decisions

Hoopers Smooch

19 November 1996

Rulings + Decisions

Purple Passion

19 November 1996

Rulings + Decisions

Manchester United FC Scotch Whisky

19 November 1996

Rulings + Decisions

Mog

19 November 1996

Rulings + Decisions

Dogs Bollocks

19 November 1996

Rulings + Decisions

Manchester United FC Red Tribe Premium Lager

24 October 1996

Rulings + Decisions

Snake Bite

14 October 1996

Rulings + Decisions

TNT Liquid Dynamite

24 September 1996

Rulings + Decisions

Piranha

24 September 1996

Rulings + Decisions

MD 20/20

24 September 1996

Rulings + Decisions

Heist

24 September 1996

Rulings + Decisions

Alcola

24 September 1996

Rulings + Decisions

Hooch

24 September 1996

Rulings + Decisions

Ravers

24 September 1996

Rulings + Decisions

Shock

24 September 1996

Rulings + Decisions

Two Dogs

24 September 1996

Rulings + Decisions

Shark Bite

24 September 1996

Rulings + Decisions

Jammin

24 September 1996

Rulings + Decisions

Cola Lips

24 September 1996

Rulings + Decisions

Love Byte

24 September 1996

Rulings + Decisions

Barkers

18 August 1996

Rulings + Decisions

Albino

1 January 1996

Rulings + Decisions

Risky Business

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