The Portman Group is delighted to welcome Lucky Saint as an associate member, making them the first alcohol alternative member company in our history.
Lucky Saint was launched in the UK in 2018 by its founder Luke Boase with a 0.5% unfiltered lager product. Since then, it’s become one of the most recognised and popular alcohol alternative brands, now featuring on draught in over 1250 pubs in the UK and expanding their range to include a 0.5% hazy IPA in January 2024.
The Portman Group has long been an advocate of the low and no category, as we know from our own annual research with YouGov that alcohol alternative products have become a vital tool for helping people to moderate their drinking and to reduce alcohol harms such as drink driving.
Lucky Saint join Coca-Cola GB and Punch Pubs, our first dedicated UK pub company, who are also associate members. Suntory Global Spirits, who joined the Portman Group as associate members in August last year, have now become full members.
The associate member category was launched last year to further increase representation across the entire sector, bringing The Portman Group’s overall membership to 21 companies from across the drinks industry – the largest ever.
The new associate member tier allows more flexibility for companies who are keen to engage with and support the work of the Portman Group whilst tailoring the commitment level that is best suited to them. Associate members receive access to the latest alcohol news, policy summaries, insight into research, rapid 24-hour product advice and free Code training.
Luke Boase, Founder of Lucky Saint, said: “The Portman Group has long championed the growth of alcohol-free options, setting the standard for responsible marketing across our industry as the category continues to grow rapidly.
“We’re incredibly proud to become the first dedicated alcohol-free member of the Portman Group, ensuring that brands like Lucky Saint – and the alcohol-free category as a whole – continue to be represented.
“Together we look forward to working with the Portman Group to help to shape the future of the industry moving forward, showcasing the positive role alcohol-free can play for individuals and the industry.”
Matt Lambert, CEO of The Portman Group said: “We are thrilled to welcome Lucky Saint as our newest associate members, not to mention our first alcohol alternative member. As low and no products continue to grow in popularity it’s more important than ever for our membership to include this representation, and for both categories to work in partnership to market their products responsibly and be leaders in best practice across the drinks industry.
“We’re also delighted that Suntory Global Spirits have become a full member, thereby demonstrating their commitment to responsible business practices”
A complaint against Glenmorangie A Tale of Ice Cream Whisky has been not upheld by the alcohol industry’s Independent Complaints Panel (ICP), the full decision can be read here.
The complaint, made by a member of the public, raised concerns that the product had a particular appeal to under-18s.
The Panel considered if the alcoholic nature of the drink was communicated on its packaging with absolute clarity, under Code rule 3.1 and whether the product had a particular appeal to under-18s, under Code rule 3.2(h).
The Panel first discussed relevant precedent cases, which had established that ice cream was deemed to have broad appeal across age groups. The Panel noted that whilst ice cream may contribute to the appeal that marketing had to children, it was often the combination of several factors that caused packaging to have a particular appeal to under-18s, rather than one element in isolation.
On considering the primary packaging, the Panel noted that the word ‘ice cream’ was the most prominent text on the front label of the bottle and was presented on a background of swirling pastel colours. However, the Panel considered that apart from a small cone pattern on the base of the bottle’s neck, there was no additional imagery which linked to ice cream.
Considering the secondary box packaging the Panel noted that the word ‘ice cream’ and ice cream imagery were prominently presented with the design incorporating multiple scoops of ice cream on one side and an image of a bottle that partially replicated an ice cream cone on another. The Panel discussed the appearance of both elements and acknowledged that the imagery created a stronger association with ice cream than the primary packaging. However, the Panel noted that the design employed muted colours, abstract design and a sophisticated font style with straight lined edges, all of which were not associated with designs aimed at children.
Therefore, after careful consideration, the Panel stated that neither the primary or secondary packaging had a particular appeal to under-18s and accordingly did not uphold the complaint under Code rule 3.2(h).
Chair of the Independent Complaints Panel, Rachel Childs said: “There is clear precedent that ice cream can have a broad appeal to all age groups. In this case the Panel was satisfied that the product packaging was targeted at adults and did not include bright contrasting primary colours, cartoon imagery or thick keylines which may have particular appeal to under-18s. The panel therefore concluded that Glenmorangie’s ‘A Tale of Ice Cream’ whisky packaging did not fall foul of the Code and did not uphold the complaint.”
A complaint against Blackeye London Dry Gin has been not upheld by the alcohol industry’s Independent Complaints Panel (ICP), the full decision can be read here.
The complaint, made by a member of the public, raised concerns that the name of the gin suggested an association with violence and aggression.
The Panel considered whether the name of the product could suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour, under Code rule 3.2(b).
The Panel heard that the product was created by Mike Tindall, James Haskell and Alex Payne, three prominent figures and advocates for the game of rugby. The company stated that the drink was a purpose-led brand with a mission to address the financial and medical challenges faced by rugby players.
The Panel discussed the name ‘Blackeye’ and stated that while the name could have several interpretations, it was commonly understood as bruising and swelling to the eye region of the face. While a ‘black eye’ injury could be the result of a violent attack, it was also a common injury sustained through contact sport or other incidents unrelated to physical assault. They concluded that the name alone in this case did not create an association with violent or aggressive behaviour and needed to be considered in the wider context of the rest of the packaging.
The Panel assessed the rest of the packaging and noted that the front label employed a fairly simple design. The name ‘Blackeye’ was included on imagery that did somewhat resemble an eye but noted that this was designed to be abstract and stylised. The Panel noted that there was no violent or aggressive imagery included on the front label nor was there any depiction of an injury.
Considering the back label the Panel noted that there were references to rugby, rugby ball imagery and the Blackeye Rugby Fund, providing further context to the name ‘Blackeye’ and the product’s clear aim to use proceeds to address the financial and medical challenges faced by rugby players.
The Panel noted that the overall impression of the product explicitly linked to rugby, a rules-based contact sport and whilst it could result in injury, injuries did not directly link to intentional violence. Taking the above into account, the Panel considered that the name and packaging did not create an association with violent or aggressive behaviour. Accordingly, the Panel did not uphold the complaint under Code rule 3.2(b).
Chair of the Independent Complaints Panel, Rachel Childs said: “It’s vitally important under the Code that producers ensure their products do not make any link to bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour. In this instance, the Panel concluded that the packaging of Blackeye London Dry Gin, although referencing a common sporting injury, did not make a link with intentional aggression or violence and therefore did not fall foul of the Code. The Panel did not uphold the complaint.”
A complaint against Jinro Soju’s promotional activity at a summer festival has been upheld by the alcohol industry’s Independent Complaints Panel (ICP), after it was found to suggest an association with sexual activity and social success. Full decision can be found here.
The complaint, received from a member of the public, said: ‘The photo in this complaint shows a bar at ‘All Points East’, a music festival in Victoria Park, London… My complaint is regarding the phrase ‘drink to link’. In this context I believe ‘link’ means ‘to have (typically casual) sexual relations with’.
It was upheld under Code rule 3.2(j) which states that a drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with sexual activity or sexual success, as well as Code rule 3.2(e) which states it should also not suggest that consumption of the drink can lead to social success or popularity.
The Panel noted the response of the Korean producer – Jinro – which explained the line ‘Easy To Drink, Drink To Link’ was used to convey Jinro’s global compatibility where consumers could enjoy an alcoholic beverage alongside food, family, friends colleagues and places; ‘anyone, anywhere with anything’.
The Panel considered that in the context of dating ‘link’ was used as a slang word to refer to having sex with a romantic partner with the relationship sometimes kept a secret, or at the least discreet and without commitment. The Panel discussed that particularly within a younger festival demographic, the word ‘link’ was commonly used in this context and therefore the line ‘Drink To Link’ would be understood as an instruction to consume the drink and engage in sexual activity. Accordingly, the complaint was upheld under Code rule 3.2(d).
The Panel also considered whether the promotional activity suggested that consumption of the drink could lead to social success or popularity as raised by the complainant. The Panel discussed that ‘linking up with someone’ was often also used in the UK to communicate a social gathering or meeting, usually with friends. The Panel considered that ‘Drink To Link’, while having sexual connotations, could also suggest that consumption of the drink could lead to social success or popularity. Accordingly, the complaint was upheld under Code rule 3.2(e).
The producer confirmed that the promotion will not appear with the line ‘Drink to Link’ in the UK again.
Chair of the Independent Complaints Panel, Rachel Childs, said: “This is a timely reminder that the Portman Group’s Code of Practice applies to all alcohol marketed in the UK, and not just that of UK producers. While the Panel accepted that both breaches of the Code were inadvertent in this instance, producers should bear in mind that where there is often a lack of context in promotional activity, some phrases may have multiple meanings and that it’s important to be mindful of cultural differences.”
Assistant Manager of Global Marketing for HiteJinro, Deuk-yeol Yoo said: “We respect the decision of the Portman Group and will not use the disputed phrase in the UK in accordance with their recommendation. We strongly wish to convey that our tagline was never intended to be associated with sexual activity or sexual success, nor to suggest that alcohol consumption could lead to social success or popularity. Additionally, this misunderstanding arose due to differences in expression between Korean and English.”
The Portman Group is delighted to announce the appointment of Nick Baird as its new Chair.
As a former senior diplomat and business leader, Nick has a wealth of experience with an impressive career spanning thirty years in government and several more in the private sector.
During his 30 years in government, Nick was Chief Executive of UK Trade and Investment, Ambassador to Turkey and Foreign and Commonwealth Office Director General Europe and Economic, as well as serving in various other posts in Europe and the Middle East. Most recently, he has been Chair of the Trade Remedies Authority and Chair of the charity, Carers UK.
During his time in the private sector, Nick was Group Corporate Affairs Director of the international energy company Centrica for 8 years, as well as a Non-Executive Director of the international education company, Nord Anglia.
The Portman Group’s independent Chair is responsible for chairing the Council which comprises the CEOs of the 18 member companies who fund the self-regulatory system.
Nick was chosen from a strong field of candidates and the Portman Group was assisted in the selection by Spencer Stuart.
Nick will replace outgoing Chair Philip Rycroft who is stepping down after five years in post. Nick will formally take up the role on the 1st February.
Nick Baird, new Chair of the Portman Group, said: “I’m thrilled to be joining the Portman Group as their new Independent Chair and excited to work closely with the team to bring our member companies together and further encourage responsible best practice across the industry. The Portman Group has a remarkable record of highly effective self regulation over the last 30 years and as a big supporter of corporate social responsibility I’m looking forward to getting to work.”
Matt Lambert, Chief Executive of the Portman Group added: “I’m delighted to welcome Nick as our new Chair, and have no doubt with his vast and impressive experience across government and the private sector that he will bring a huge amount of insight to the alcohol industry. I would like to also take this opportunity to say a big thank you to our departing Chair Philip Rycroft who has made an incredible impact during his five years at the Portman Group.”
UK alcohol regulator The Portman Group has commissioned a significant proactive independent audit to measure responsible marketing across the alcoholic drinks market.
Auditor Zenith Global will select 500 alcoholic drinks in the Great British market which will be assessed against the Naming and Packaging Code of Practice. The Code of Practice consists of 12 rules which ensure that alcohol is marketed 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 sample will be statistically representative and weighted so that all categories of alcohol are included.
While the Portman Group has previously commissioned audits to test compliance following the introduction of a new edition of the Code, this is the first standalone proactive audit of its kind which will now be run biannually in a move towards more proactive regulation.
Typically as a regulator the Portman Group does not create complaints itself and therefore relies on complaints being made by others in order to trigger an investigation. If Zenith Global has any concerns about a product it will act as the named complainant and will raise a complaint with the Portman Group. The cases will follow the formal complaints process and will initially be assessed by the Chair of the Independent Complaints Panel to determine how the case should be resolved.
The audit will result in the publication of two reports and any products which proceed to formal investigation will have full accompanying decisions publicised.
The project is likely to run throughout this year with results expected to be publicised in the Autumn.
Matt Lambert, Chief Executive of the Portman Group said: “We know that the vast majority of the alcohol industry is responsible , so we are confident that the results of this audit will show high levels of compliance across the market with our Code of Practice and enable us to proactively address any products which do not respect the code. It’s an important step to demonstrate the effectiveness of the self-regulatory model and strengthen our capacity even further.”
A complaint against a Sheffield based Brewery’s tap handle and pump clip has been upheld by the alcohol industry’s Independent Complaints Panel (ICP).
The complaint, about Little Mesters Brewing Stan IPA Tap Handle and Pump Clip said: ‘The idea of Stan is a homage to one of the last ‘little Mesters’ in Sheffield. As much as I appreciate the respect to the history of the city of Sheffield in feel using a knife handle as a tap handle is perhaps a step too far and could encourage alcohol related violence.’
It was upheld under Code rule 3.2(b) which states that a drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour. The full decision can be read here.
The Panel noted the company’s response that the tap handle was an honorific design to commemorate Stan Shaw who was a Little Mester, a title which referred to a master craftsman usually associated with Sheffield. The Panel took into consideration that images of blades and knives are used widely on UK alcohol packaging as they are not necessarily always used as weapons, and therefore may not automatically create a sufficiently strong link with violence and aggression under rule 3.2(b).
The Panel considered the image on the pump clip which included a stylised cartoon depiction of Stan Shaw posing with a knife, held in an upright position with his body turned towards it. The Panel considered that this image drew attention to the knife and made it the central focus of the design. The image of Stan Shaw was surrounded by numerous other blades in a circular fashion alongside the word ‘Stan’. The Panel expressed concern about the number of blades included in the imagery, particularly as they formed a prominent part of the design and appeared to be more akin to sharp weapons than utensils.
The Panel also noted that the image of Stan was holding the knife in an upright vertical fashion. The blade was curved into a tip at the end which gave the appearance that the blade was akin to a sharp dagger, rather than a blunted ceremonial knife. The Panel considered the combination of these elements meant that the imagery could potentially glamourise the depiction of sharp knives which were often used as weapons in violent crime.
The Panel considered the imagery in the wider context of the pump clip handle which was designed to mimic a knife handle which was reinforced by the action required of pulling the tap, where a person’s hand would be required to grip it in a similar fashion as one might brandish a knife.
When considering all of these contributing factors, the Panel upheld the pump clip and tap handle under Code rule 3.2(b) for creating an indirect association with violent behaviour.
Little Mesters Brewery has discontinued the product.
Rachel Childs, Chair of the Independent Complaints Panel (ICP) said: “In this case the Panel acknowledged that the producer had simply sought to celebrate an important local craftsman, however rising rates of knife crime in the UK, and particularly Sheffield where the marketing appeared, generate a high level of public concern so it’s important to remember that any depiction of knives on alcoholic packaging has to be approached with great caution.”
A spokesperson from Little Mesters Brewery said: “We respect the decision made by the Portman Group, and the important role they play in our industry. However we do not agree our branding celebrating a master craftsman and the huge part he, and other, Little Mesters played in building industry in our fantastic city in any way encourages anti social behaviour nor promotes knife crime.”
- Over a third of UK drinkers (38%) now consuming low and no alcohol alternatives semi regularly
- Young adults still the biggest consumers of low and no alcohol alternatives
- UK consumers call for more low and no options on draught in venues to further incentivise take up
The Portman Group’s seventh annual survey in partnership with YouGov shows that more people are drinking low and no alcohol alternatives than ever before, showing the UK is drinking more moderately than ever.
The results show that well over a third (38%) of UK drinkers are now consuming low and no alcohol alternatives semi-regularly (12% regularly and 26% occasionally) – compared to 35% in 2023 and 29% in 2022, with a notable increase in regular consumption from 8% in 2023 to 12% in 2024.
Young adults continue to drive the trend as the biggest consumers of low and no alcohol alternatives, with close to half (46%) of 25-34 year olds surveyed considering themselves either an occasional or regular drinker of alcohol alternatives, compared to 37% in 2023. Whilst 40% of 18-24 year olds also drink these products semi-regularly.
Trends show that the younger generation also continue to be the most sober age group overall, with 39% of 18-24 year olds not drinking alcohol at all.
The results continue to highlight the positive impact of low and no alcohol alternatives in helping people to moderate their drinking, with almost a quarter (24%*) of current alcohol drinkers stating that their weekly consumption has fallen due to low and no alcohol products, up from 23% in 2023 and 21% in 2022.
The survey also highlights an increasingly health-conscious UK consumer, with 29% of low and no drinkers citing collective ‘health and medical’ concerns as a key reason for choosing an alcohol alternative – an increase of almost a third (32%) when compared to 2021(22%).
Not only are UK drinkers increasingly using low and no alcohol alternatives as a tool with which to moderate their drinking, but their rise in popularity is playing an important role in helping to tackle wider alcohol harms such as drink driving. For the seventh year in a row, being able to drive home from social events is the number one reason cited by low and no drinkers for choosing an alcohol alternative, with over a quarter (28%) stating they will most commonly drink low and no alternatives in situations where they are unable to have a regular strength alcoholic drink such as when they are driving. This is especially important as pubs and bars remain the most popular locations for adults to drink low and no alternatives.
While our research continues to tell a positive story of how low and no products are becoming increasingly normalised in everyday life, almost a quarter of adults (24%) would still like to see more low and no options available on tap in pubs to further encourage them to drink. They also want to see greater use of price promotions (30%) and greater availability of low and no products in non-traditional hospitality spaces (26%) such as nightclubs, theatres, cinemas and live music and event venues.
Matt Lambert, Chief Executive of the Portman Group said: “It’s fantastic to see low and no alternatives continuing to soar in popularity, while helping to encourage more mindful and moderate consumption among UK alcohol drinkers. We welcome the drinks and hospitality industry continuing to work together to increase choice, availability and visibility of low and no alcohol alternatives, and we continue to urge the UK government to provide us with the outcome of the recent consultation on low alcohol descriptors which will further facilitate growth of the UK low and no alcohol market.”
*based on removing those who did not drink alcohol before first trying a low/no alternative.
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2081 adults. Fieldwork was undertaken between 18th – 19th November 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
The alcohol industry’s Independent Complaints Panel has upheld complaints against three ciders produced by Bearded Brewery.
A complaint was received against their Tank Slapper, Moustache Mango, Swallows Rest and Shaky Todd ciders. The complaint was upheld against Tank Slapper, Moustache Mango and Swallows Rest, but not upheld against Shaky Todd cider.
The company is now working with the Portman Group’s Advisory Service to bring the three upheld products in line with the Code.
Tank Slapper
The Panel discussed the meaning of ‘Tank Slapper’ which refers to a rapid side-to-side shaking of a vehicle’s wheels which usually occurs at high speeds, and is a dangerous manoeuvre with a high risk of injury. It also considered the phrase ‘get yer wobble on’ in this context as a direct imperative for a person to perform a ‘tank slapper’, further compounding the link between the drink and the dangerous manoeuvre, as well as an indirect association with drinking before driving.
It therefore concluded that the overall impression conveyed by the packaging in its entirety created an association with dangerous behaviour. Accordingly, the Panel upheld the complaint under Code rule 3.2(b). In the context of the decision under Code rule 3.2(b), the Panel also considered whether the phrase ‘get yer wobble on’ encouraged illegal, irresponsible or immoderate consumption and concluded that it could be read as an instruction for a person to consume alcohol immoderately and upheld the complaint under 3.2(j).
Moustache Mango
The Panel considered the phrase ‘man go hard or man go home’ which it noted read as a play on words for the well-known idiom ‘go hard or go home’. The Panel that the word ‘mango’ had been separated to ‘man go’ which further compounded the link to the well-known phrase, which is generally understood to mean that if undertaking a challenge, a person should make a bold, superior effort or forgo it all together.
In the context of an alcoholic drink, the Panel considered that the line presented drinking as a challenge and on that basis, found that the line created an association with bravado and therefore found the packaging in breach of Code rule 3.2(b). The Panel also considered that the phrase ‘man go hard or man go home’ on an alcoholic drink could encourage immoderate consumption and was also unacceptable in this context. Accordingly, the Panel also upheld the complaint under Code rule 3.2(f).
Swallows Rest cider
The Panel took into consideration the company’s response which explained that Swallows Rest was the name of its brewhouse and the design of the logo was a traditional tattoo theme which was based on a similar real-life design used by one of the company’s directors. However, with regards to the image of the bird being stabbed – it noted that the design employed a fine line style which created a realistic depiction, with the knife tip dripping with blood compounding the life-like portrayal of the bird being stabbed. The Panel expressed concerned about the representation of a knife being used as a weapon and considered the imagery depicted a fairly aggressive and violent act of killing a bird.
The Panel stated that while it was clear that the imagery had a close personal link to the company, the realistic and violent depiction of killing a bird created an association with aggressive and violent behaviour and therefore upheld the complaint under Code rule 3.2(b).
Shaky Todd cider
The complainant raised concern that the name of the product, combined with the illustration of a fox with liquid splashing from a tankard, encouraged immoderate consumption. The Panel acknowledged that ‘shaky’ could have a number of meanings, therefore it was important to consider how the word was presented in the wider context of the packaging. It noted the fox did not appear drunk and there was nothing else on the label which encouraged an immoderate style of consumption. It therefore did not uphold the complaint.
Commenting on the decision, Chair of the Independent Complaints Panel, Rachel Childs, said: “Three Bearded Brewery ciders in this case were found to create an association with violent, aggressive, or dangerous behaviour under Code rule 3.2(b). While the Panel acknowledged that the company had not set out to breach the Code, they encouraged all producers to think carefully before transferring these connotations to alcohol packaging.”
The alcohol industry’s Independent Complaints Panel (ICP) is delighted to announce the appointment of a new Panel member.
Following a rigorous and highly competitive recruitment process, Martin Machray has been appointed to the Panel and will sit in his first meeting on 28 November. He will replace outgoing member Angela McNab.
Martin is currently the Director responsible for improvement, transformation and partnerships across the NHS in London. He qualified as a general nurse in 1989 and since then he has held senior roles in hospitals, commissioning, the Department of Health and the NHS.
He’s held a variety of roles in the NHS including Regional Chief Nurse and, during the pandemic was the Incident Director for London. Now much of his role is working with partners from all sectors of the capital, including Local Authorities, the Greater London Authority and the community and voluntary sector.
As well as his professional qualification, Martin also has a Masters degree in Public Sector Administration from Aston University.
The Panel is chaired by Rachel Childs and new members are carefully recruited in order to represent a cross section of society with a balance of experience and expertise in key areas such as licensing, public health, children’s services and law.
The ICP is independent from the Portman Group and considers complaints brought forward on the naming, packaging, promotion and sponsorship of alcoholic drinks based on the Portman Group’s Codes of Practice. The Panel meet several times a year to consider these complaints and decide whether they are upheld or not upheld based on evidence.
Rachel Childs, Chair of the Independent Complaints Panel said: “I am thrilled to announce Martin’s appointment to the Panel, and we are all looking forward to welcoming him. He has a truly impressive breadth of experience and knowledge in public health, which I have no doubt will make him an asset to the Panel. This was a very competitive recruitment process with an exceptionally high calibre of candidates, so I’d also like to thank all of the applicants involved, as well as Angela for her service to the Panel.”