In response to Australian National University’s study on alcohol-related A&E admissions, Matt Lambert, CEO of the Portman Group – the alcohol social responsibility body and marketing regulator said:

“We share the concerns this study raises, namely that those drinking at the heaviest and most harmful levels are not getting the targeted support and help they need.

“When these individuals visit hospitals it too often does not solve the wider, complex and long-term causes and effects of high harm drinking.

“Instead, and as we have long called for, this cohort requires tailored medical and social support, as demonstrated by the ‘assertive outreach’ model for more joined up care across services, which trials have shown to be effective.”

ENDS

London, 1 September 2023: A complaint made against Docks Beers’ Carbon Crush has been upheld by the alcohol industry’s Independent Complaints Panel (Panel). A copy of the full decision is available here.

A complaint was made under two Code rules which raised concerns that the packaging did not clearly communicate the drinks alcoholic nature (Code rule 3.1), which was not upheld and that it had a particular appeal to under-18s (Code rule3.2(h)) which was upheld .

The predominant theme of the product’s label was a comic book strip style story which featured a caped crusader. Whilst comic books were popular across all ages, in some contexts including this case, they could have particular appeal to under-18s.  In coming to this view the Panel considered the packaging as a whole, and noted the contrasting primary colours, a fantastical narrative and the depiction of a superhero style figure, which all collectively enhanced the level of appeal to under-18s.

Regarding Code rule 3.1 which was not upheld, despite a busy design. This was due to the number of positive cues on the front and back of the label which includes the descriptor ‘low carbon IPA’ and the product’s alcoholic strength by volume (ABV) of 5%, unit content and a pregnancy warning logo.

The company said Carbon Crush was intended as a limited-edition product designed to spread awareness of Carbon Capture and Storage and is no longer in production.

Commenting on the decision, the Chair of the Independent Complaints Panel, Nicola Williams, said: “Comic books in some forms can be a popular source of entertainment for children. Producers need to take care when, in including such elements in marketing, that they do not particularly appeal to under-18s. Overall, in this case the packaging was found to have a particular appeal to children and I welcome the company’s response that the product is no longer in production.”

Will Douglas Director of Docks Beers & Docks Academy said:

“This beer was all about helping spread the message about carbon capture and storage.  We even used low carbon hops in the brew.  We felt a graphic novel character simplified a complex narrative and helped people understand the importance of this renewables endeavour in our area. The story told in the sequence of images on the can label is one that is eye catching and helped convey the message.  We certainly did not mean to create a product that appeals to children, but we can appreciate how the complainant and subsequently the Independent Complaints Panel might have reached that conclusion.”

In response to National Records of Scotland alcohol-specific deaths figures Matt Lambert, CEO of the Portman Group said:

“Today’s figures from National Records of Scotland showing a slight increase in alcohol-specific deaths are a reminder that every death is an absolute tragedy for the people concerned and their family and friends. Concerningly this is the third yearly increase in a row, yet the latest data shows a significant slowing since the post pandemic dramatic increase. We believe this reinforces the pressing need for targeting tailored medical and social support for those drinking at the heaviest and most harmful level as a key step to help reverse this worrying trend.”

National Records of Scotland figures 

London, 24 August 2023: A complaint made by the Wine and Spirit Trade Association against AU Vodka Gold Gang Money Gun has been upheld by the alcohol industry’s Independent Complaints Panel (Panel). A copy of the full decision is available here.

A complaint was made under one Code rule which raised concerns that the branded merchandise had a direct association with violent, aggressive, dangerous and illegal behaviour (Code rule 3.2b). During discussion, the Panel also discussed whether the Gold Gang Money Gun caused serious or widespread offence (Code rule 3.3).

The Panel noted that the gun had a handle and trigger mechanism which were consistent with the design of a firearm. The Panel also found that the shape of the gun appeared to be based on a firearm weapon, including how it would be held by a consumer and that it ‘fired’ money from where bullets would typically be fired. Despite the company changing the name of the product to ‘money sprayer’, the Panel considered that this did not address its concern with the fundamental design of the merchandise or the link it created to a real-life firearm. All these features of the branded merchandise created an indirect association with violent and aggressive behaviour because of the inherent similarities between the design of the money gun and a real-life firearm. Therefore, the Panel upheld the complaint under Code rule 3.2(b).

Regarding Code rule 3.3, the Panel noted that while the design and function of the AU Vodka Gold Gang Money Gun created an indirect association with dangerous and violent behaviour, it did not directly promote gun crime or criminal activity and considered that most consumers would recognise it was a novelty item designed to spray money. Therefore, the Panel did not uphold the complaint under Code rule 3.3.

Commenting on the decision, the Chair of the Independent Complaints Panel, Nicola Williams, said: “Alcohol and guns do not mix, and producers must always avoid such scenarios. Whilst the Panel noted that not all ‘guns’ are intrinsically linked to firearms, there were numerous aspects about this product which, combined, displayed similarities with a real-life firearm and any association between a firearm and an alcoholic drink is wholly inappropriate.”

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For more information contact: jmeaden@portmangroup.org.uk / 07709 525971

23 August 2023, London: The Portman Group today bids a fond farewell to Nicola Bates, who after five years as Director of Strategy and External Affairs has been appointed as the new Chief Executive of WineGB – the trade association for English and Welsh Wine and will leave the Portman Group in October.

Commenting, Portman Group Chief Executive Matt Lambert said: “Nicola has been a pivotal part of the team over the last five years, shaping the Portman Group’s voice as the UK alcohol marketing regulator and torchbearer of the industry’s ongoing commitment to social responsibility.

Her hard work alongside the team has also enhanced our support to members, helping the Portman Group grow to its highest number of members ever.  She has made major contributions to the Portman Group’s strategy and external affairs including during the most challenging time during the pandemic.  Whilst we are sad to say goodbye to Nicola, we are pleased to see that WineGB has gained an outstanding new Chief Executive who will be a strong advocate for English and Welsh wine producers.”

The Portman Group is also pleased to announce that David Saer, the current Head of Policy and Public Affairs, will become the group’s new Director of External Affairs in October 2023.

Joining in 2019, David has led the Portman Group’s thought leadership on alcohol policy and engagement with policymakers across the UK. This includes commissioning the group’s annual survey of consumer attitudes to alcohol alternatives with YouGov and representing the group at the Scottish Alcohol Industry Partnership, Retail of Alcohol Standards Group and International Alliance for Responsible Drinking. Prior to joining the Portman Group, he spent seven years in political and regulatory affairs consultancy, working for clients from a diverse range of sectors including food and consumer goods, aerospace and biopharmaceuticals.

Commenting, Matt Lambert said: “For the past four and a half years, David has been instrumental in leading the Portman Group’s policy, research and public affairs – bolstering our standing with policymakers and industry across the UK. I look forward to seeing David bring this extensive experience to leading the external affairs team, as the Portman Group continues to champion and challenge the alcohol industry to uphold the highest standards of responsibility.”

ENDS

For more information contact: comms@portmangroup.org.uk

London, 11 August 2023: A complaint made by the Wine and Spirit Trade Association against the Scottish National Party’s YES Gin has not been upheld by the alcohol industry’s Independent Complaints Panel (Panel). A copy of the full decision is available here.

A complaint was made about YES Gin under two Code rules which raised concerns that the packaging did not communicate the alcoholic nature of the drink with absolute clarity and had a particular appeal to under-18s (Code rules 3.1, 3.2(h)).

The Panel considered the overall impression conveyed by the packaging. The Panel assessed the label and noted that while some elements could have been presented more clearly, such as the alcohol by volume (ABV) of 40%, when considering the packaging in its entirety, the Panel stated there were several positive alcoholic cues. In a new precedent for the rule, the Panel stated that decisions under Code rule 3.1 should be practical and proportionate and that while the drink’s ABV presentation was unlikely to comply with relevant labelling legislation regarding one element, for the purposes of the Code, there was additional clear, sufficient information to determine that the product was alcoholic. These included the word Gin, reference to unit content and other alcohol health related information, which on balance sufficiently communicated the drink’s alcoholic nature with absolute clarity. As there was nothing else on the packaging to cause consumer confusion, the Panel did not uphold the complaint under Code rule 3.1.

While the Panel noted that the word ‘YES’ was displayed on the front and back of the packaging in block capitals and bright colours, this alone did not constitute a particular appeal to under-18s. The Panel also noted that the bottle shape was typical for gin, and the rest of the label was simple in design and did not include elements such as cartoon imagery, thick bold lines or sweet flavours which could appeal to children. The complaint was therefore not upheld under Code rule 3.2(h).

Commenting on the decision, the Chair of the Independent Complaints Panel, Nicola Williams, said: “Producers should always ensure that product information is clearly displayed on packaging and is readable to consumers. They should also consider how bright colours could appeal to children. In this case, it was clear from the overall impression of the product it was an alcoholic drink and did not have a particular appeal to children”.

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For more information contact: jmeaden@portmangroup.org.uk / 07709 525971

Newly created membership category brings the Portman Group representation to 19 companies from across the industry

Portman Group CEO Matt Lambert with Jon Dale, Strategic Corporate Affairs & ESG Lead, Punch Pubs & Co, and Nick Temperley, General Manager UK & Ireland, Beam Suntory

London, 8 August 2023: The Portman Group, the alcohol regulator and social responsibility body, is delighted to announce today that Punch Pubs & Co and Beam Suntory have joined the Portman Group as associate members.

This further increases the breadth of the Portman Group’s representation with the first dedicated UK pub company to join as well as a leading global premium spirits company.

The Portman Group Code applies to the whole sector and it is important to hear all voices. To further enhance our aim to convene the whole sector, to support our work to regulate and promote the sectors’ activity, and to shape future responsibility programmes, the Portman Group has launched this new tier of associate membership. It enables more companies who are keen to engage with and support our work to join the Portman Group whilst tailoring the commitment level that is best suited to them. This means access to the latest alcohol news, policy summaries, insight into research, rapid 24-hour product advice and free Code training.

In welcoming the new associate members, Matt Lambert, CEO of the Portman Group said: “I am delighted that Punch Pubs and Beam Suntory have joined the Portman Group as our first associate members. It is great to expand our representation across the industry and this demonstrates the hospitality sector’s commitment to responsible marketing practices. I am also pleased to launch this new tier of membership, enabling more companies to join and further strengthening our remit to regulate effectively at no cost to the taxpayer.”

Clive Chesser, CEO of Punch Pubs & Co said: “We are delighted to partner with the Portman Group as its first pub company. The move demonstrates our commitment to the highest standards of alcohol responsibility in the on-trade and at the same time further enhances our ESG commitment centred around good health and well-being. We look forward to supporting and working with the Portman Group and being part of the valuable work they do in promoting moderation in alcohol consumption.”

Nick Temperley, General Manager UK & Ireland, Beam Suntory said: “Beam Suntory is thrilled to join the Portman Group as one of its new associate members and we wholeheartedly support the work it does. We have long adhered to the Portman Group’s Codes of Practice and industry standards, which align with our own commitments to responsibility as part of our long-term and ambitious Proof Positive strategy. We are delighted to be playing a part in the Portman Group’s important work.”

Punch Pubs & Co is an independent pub company with around 1,300 pubs across the UK. Punch is committed to empowering and working together with the very best Publicans to build and grow best-in-class community pubs. It was recognised as the Best Leased and Tenanted Pub Company 2020 and 2022 by the Publican Awards. It offers award-winning training programmes delivered out of a brand-new Training Academy. It has invested in excess of £160m in our estate over the last five years and launched its Punch Promise last month.

As a world leader in premium spirits, Beam Suntory inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands.  Known for its craftsmanship of numerous and popular premium spirits, including Jim Beam, Maker’s Mark and the House of Suntory portfolio, Beam Suntory is a global company with approximately 6,000 employees in more than 30 countries. Headquartered in New York City, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan.

ENDS

For more information contact:

Joseph Meaden

Mobile: 07709 525 971

In response to Alcohol Focus Scotland’s analysis of specialist alcohol treatment access, Matt Lambert, CEO of the Portman Group – the alcohol social responsibility body and marketing regulator said: 

“Alcohol Focus Scotland is right to show that access to specialist alcohol treatment has declined by 40% over the past 10 years in Scotland. It is incredibly concerning and supports our call for an immediate increased investment in services and person-centric recovery support.

Furthermore, we urge the Scottish Government to implement targeted interventions to reach this minority of high-risk drinkers and tackle the complexities underlying their drinking.”

London, 26 July 2023: Following a report from renowned children’s marketing agency Kids Industries, the Portman Group – the alcohol social responsibility body and alcohol marketing self-regulator – has today updated its guidance on Code rule 3.2(h): Particular appeal to under-18s. The update also incorporates the very latest cases reviewed by the Independent Complaints Panel (Panel). The full Guidance can be read here, with a new Quick Read also published as a topline for marketers here.

At the request of the Portman Group and the Panel, Kids Industries has issued the report ‘Marketing that appeals to under 18s’ which reviews marketing techniques that are used to appeal to children and teenagers outside of the alcohol industry. The report, an update to previous training the Panel received in 2015,  provides an insight into four key areas; child development stages, trends in kids marketing, appealing to kids and, finally, considerations that may be useful in the context of alcohol marketing.

As part of the report, Kids Industries outlined six marketing techniques that are used to appeal to children and teenagers in FMCG marketing:

1. Colour & clarity: Visuals gain the attention of young children – under the age of 7 – particularly bright colours.
2. Character: Cartoon-like and approachable friendly characters on food packaging have strong appeal to children.
3. Brand Licensing: Strongly connected to character is the power of brand licensing to drive children to want certain products.
4. Name & Logo: Brand logos which embody a combination of simplicity, play, bright text, chunky font, high contrast or a thick outline attract children’s attention.
5. Collectability: Collectables are frequently used by FMCG companies to attract children and drive repeat purchase.
6. Flavour: Children have a genetic predisposition towards sugary / sweet and salty foods and flavours.

In 2022, 85% of complaints about alcohol marketing and packaging that the Portman Group received related to Code rule 3.2(h), with 29% of all advice requests also related to this area; more than any other category (Portman Group, December 2022). The updated guidance aims to help the alcohol industry market and package products in a way that does not have a particular appeal to under-18s.

In response to the updated guidance, Matt Lambert, CEO of the Portman Group said: “These insights are incredibly important to enhance understanding and application of the Code to ensure that we regulate effectively and protect under-18s from alcohol marketing. We have taken these learnings and updated our guidance on the Code rule, along with more recent decisions, and hope this will help the industry continue to market responsibly.”

Gary Pope, Co-founder and CEO of Kids Industries said: “What children see matters. They are idea and information sponges, and from an early age they are influenced by the world around them. As marketers it is essential to avoid accidentally appealing to under-18s and it is an exceptionally good sign to see that the regulator wants to have the latest insights and we have again been pleased to share our expertise with the Independent Complaints Panel to support their understanding of marketing tactics. We hope the work strengthens their understanding and blocks any overreach into encouraging kids to drink.”

Kids Industries is a specialist and award-winning research and marketing agency focused on the children’s and family market. They work with the largest brands in the world including Kellogg’s, McDonalds, Disney and the BBC, and they have supported the marketing of Bing, Bluey, Pokémon and Star Wars amongst many others.

ENDS

For more information contact:

Joseph Meaden

Mobile: 07709 525 971

London, 13 July 2023: Retailers have been asked to stop placing orders for Bartex Bartol’s Cosa Nostra Scotch Whisky, after it was found to have a direct association with violent, aggressive, dangerous and illegal behaviour, and caused serious and widespread offence. A copy of the full decision is available here.

The complaint was upheld by the Portman Group’s Independent Complaints Panel, resulting in the most severe sanction as a result of the producer’s failure to comply.

The Panel noted the product’s bottle was in the shape of a Thompson ‘Tommy’ gun, creating a direct link between the drink and a dangerous weapon. The Panel also considered that the drink’s name, Cosa Nostra, was the name of a well-known faction of the Italian Mafia. This, combined with multiple references on the product’s primary and secondary packaging, emphasised the product’s link to violent behaviour and the glamourisation of criminal activity. Accordingly, the Panel upheld the complaint under Code rule 3.2(b).

The Panel also noted that in the context of rising gun crime in the UK, the packaging was likely to cause serious and widespread offence, particularly in communities where gun crime was an ongoing serious issue. Furthermore, those who were directly affected by the violence perpetrated by the Mafia syndicate Cosa Nostra would consider packaging glamourising the Cosa Nostra seriously offensive. Accordingly, the complaint was upheld under Code rule 3.3.

A Retailer Alert Bulletin (RAB) is only issued by the Portman Group following an upheld complaint by the Panel where the producer chooses not to comply with that decision. A RAB requests that retailers cease placing orders for the product three months after the publication date and informs wider groups about the Panel decision.

The producer has previously been the subject of a RAB in 2014 with its product Red Army Vodka.

Commenting on the decision, the Chair of the Independent Complaints Panel, Nicola Williams, said: “In light of rising gun crime in the UK, it is deeply irresponsible of an alcohol producer to glamorise firearms and market a product in this form. There were multiple and clear signs this product was in direct breach of the Code and unfortunately follows a complaint for a similar product by the same producer which the Panel upheld in 2014. I hope Bartex Bartol takes note that such products are completely unacceptable.”

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For more information contact: jmeaden@portmangroup.org.uk / 07709 525971

Notes to editors

1. Images provided
2. A spokesperson is available for interviews upon request.
3. The Retailer Alert Bulletin can be found here.