In response to Cornwall Live’s report surrounding the Independent Complaint’s Panel’s provisional decision regarding Bearded Brewery’s Unshaven Maiden, Matt Lambert, CEO of the Portman Group – the alcohol social responsibility body and marketing regulator – said:

“A complaint was received related to Bearded Brewery’s Unshaven Maiden product. The Independent Complaints Panel (Panel) reviewed this first on 10 November 2022 and issued a provisional decision to the producer upholding the complaint on the grounds the product packaging created an indirect association with sexual activity and was likely to cause widespread offence. It is important to emphasise this is a provisional decision, not a final decision.

“On 20 February 2023, the producer was given an additional opportunity to present their response to the Panel to make the final decision. We requested that the process remains confidential until the final decision is published. We do this as it can differ to the provisional decision, so it is disappointing that the producer has assumed the result and this has been taken publicly.

“Whatever the outcome, we support willing producers where complaints are upheld through our Advisory Service. We can help them to amend designs to comply with the Code and only as a last resort issue a Retailer Alert Bulletin asking for the product not to be restocked.

“Part of the Portman Group’s role is to provide a free proactive Advisory Service and to work with producers to help them understand and comply with the Code of Practice on packaging before launch. We understand that small craft breweries sometimes seek to push the boundaries and attract the attention of customers in a competitive market; our guidelines and support are in place to ensure in doing so they do not cause offence or harm to the public.”

In response to reports surrounding Canada’s new drinking guidelines, Matt Lambert, CEO of the Portman Group – the alcohol social responsibility body and marketing regulator said:

“Canada’s new drinking guidance is at odds with the vast majority of guidelines around the world that recognise that alcohol can be consumed in moderation and consumers can make their own choices based on practical official advice.

“The substantial and increasing majority of U.K. adults drink responsibly within the Chief Medical Officer’s guidance of 14 units a week, which remains a robust and effective guidance for those who choose to drink.”

Purpose of Job

To protect and enhance self-regulation in the UK by seeking to advance standards of best practice in issues of alcohol responsibility, particularly in respect of alcohol marketing, by encouraging engagement and support for the Portman Group and the operation of the Codes and responsibility initiatives by all those involved in the industry.

To provide support to the regulatory affairs team across a range of operational services including the Advisory Service and Training function, including delivering CPD seminars virtually and in person.

Reporting to

Senior Regulatory Affairs Manager (SRAM)

Main Duties and Responsibilities

• Deliver training and briefing sessions on the Codes and on alcohol social responsibility. This includes delivering sessions virtually and in person within the UK.
• Responsible for responding accurately and promptly to written requests for advice on product marketing from producers and their agencies alongside other members of the Regulatory Affairs Team.
• To raise standards of responsibility in the industry by undertaking proactive trademark searches of newly registered products and providing unsolicited advice where necessary.
• With the support of the SRAM, provide internal and external reporting analysis of advice requests on a monthly basis.
• Monitor product innovations via social media and press publications to identify emerging trends and provide unsolicited advice where necessary.
• Support the SRAM in drafting blogs, newsletters, industry advice pieces and an annual Regulatory Affairs Report.
• Support the SRAM in wider regulatory communications, including distribution of content.
• To support the Regulatory Affairs team more widely by:
  • Assisting with the organisation and smooth running of events;
  • Assisting with the recruitment of new Code Signatories;
  • Providing project support as required.
• To be flexibly deployed on any other work as required by the Director of Regulatory Affairs or Chief Executive, taking into account the needs of a small organisation.

Skills, knowledge and experience:

Essential:

1. Proven experience of presenting, delivering presentations or public speaking to varying levels of stakeholders;
2. A personable and engaging presenting style;
3. Ability to make sound and consistent judgements;
4. Excellent written and oral communications skills to convey these judgements, with the ability to write clearly, accurately, concisely and appropriately to all correspondents;
5. A persuasive, authoritative manner with the ability to remain calm yet resolute in the face of pressure;
6. Excellent administrative skills and high standards of personal organisation;
7. Competence in use of Microsoft Office and ideally a CRM system;
8. Ability to work on own initiative and be self-motivated as well as enthusiasm for being a team player in a very small organisation with a big mission.

Desirable:

9. Experience of marketing activity under a regulatory code, within a regulatory body or in-house;
10. Experience of creating training materials;
11. Ability to identify emerging marketing issues and challenges, and to propose appropriate actions to address these;
12. Knowledge of the drinks industry and of policies and practices concerned with the social aspects of alcohol.

General information

• Salary £37-40k (pro rata) depending on experience
• Bonus scheme – potential to earn up to additional 8-10% of base salary depending on performance and length of service.
• Optional contributory pension scheme (up to 5% of salary)
• Part time 25 hours per week (negotiable)
• Flexible working split between Borough/London Bridge office and working from home (split to be discussed)
• 28 days annual leave per annum (pro rata) plus Christmas office closure
• Season ticket loan.

If you would like to apply, please submit a cover letter and CV to people@portmangroup.org.uk. The closing date for applications is 5pm 17 February.

If we receive a high amount of applications, we may interview before the closing date.

Read about our culture + benefits

A complaint against Corinthian Brand’s Dragon Soop Venom was upheld by the alcohol industry’s Independent Complaints Panel (Panel). A copy of the full decision is available here.

The complaint was made by the Northern Ireland Alcohol and Drugs Alliance (NIADA) and was upheld under Code rule 3.2(b) as the packaging suggested an association with bravado.

The Panel considered the name Venom would be recognised by the majority of UK consumers to mean ‘poison’ in its day-to-day usage and noted this in the context of a beverage which had a relatively high alcohol and caffeine content. The Panel discussed the company’s explanation that ‘venom’ was a well-understood flavour by young adults but considered that, for the majority of UK consumers, the word ‘venom’, without any qualifying descriptors, would not be widely recognised as a cocktail name in isolation. Additionally, the packaging included the word ‘venom’ several times, and an illustration of a snake which was positioned aggressively baring its fangs. When considering all these elements in combination, the Panel concluded that the name venom, in this particular context, and its presentation, in combination with the aggressive snake imagery, gave the overall impression that the product was marketed mainly on the danger association with venom, and therefore required bravado to drink it. For these reasons, the Panel concluded that the packaging created an association with bravado.

Commenting on the decision, the Chair of the Independent Complaints Panel, Nicola Williams, said:

“Whilst creativity and brands expressing their identities through their products is to be encouraged, care must be taken to avoid associating alcohol with bravado, or suggesting a consumer must be daring to drink it.. In this case, the name and imagery created an overall impression that was over the line of acceptability. For these reasons, it was a breach of the Code.”

The complaint was not upheld against five other Code rules. In relation to these, the Panel noted:

• There were enough positive alcohol cues on the Dragon Soop Venom packaging which clearly communicated its alcoholic nature with absolute clarity (3.1 – alcoholic nature of the drink);
• That while the product’s alcoholic strength was clearly communicated there was no undue emphasis of the strength or intoxicating nature (3.2(a) – alcoholic strength);
• The product contained 3.75 units, below the recommended four units in a single-serve non-releasable container and contained a responsible drinking message and a link to the Drinkaware website (3.2(f) – immoderate consumption);
• The muted colour scheme, the font and the imagery were not considered to have a particular appeal to under 18s (3.2(h) – particular appeal to under-18s);
• The Panel considered that the product factually and neutrally explained the ingredients of the product and did not overemphasise the caffeine content or the effect that drinking caffeine and alcohol could have on consumers. Furthermore, the ‘unique drinking experience’ stated on the product was in relation to how the product tasted and did not suggest the drink had therapeutic qualities (3.2(j) – therapeutic qualities).

Northern Ireland Alcohol and Drugs Alliance was invited to comment and a spokesperson said

“NIADA are delighted that one of the complaints lodged against the drink Dragon Soop has been upheld. We feel it is important as an alliance who deliver Alcohol and Drug services, to highlight the worrying trends and feedback from our young service users regarding caffeinated alcoholic drinks. We are satisfied with the response to this concern and look forward to any amendments made to the marketing of the brand as a result.

“NIADA continue to have concerns over the promotion of caffeinated alcoholic drinks particularly for younger users where the risk of the caffeine masking the effects of the alcohol may lead to increased health harms and disinhibited risky behaviours.”

• Almost one third (32%) of adults who drink alcohol in Scotland also now semi-regularly drink alcohol alternatives
• New annual YouGov research commissioned by the Portman Group reveals more than one fifth (22% ) drink less alcohol after having tried low and no alcohol alternatives

New YouGov consumer research reveals that almost one third (32%) of adults who drink alcohol in Scotland now semi-regularly* drink alcohol alternatives, up from 29% the year before.  The research was commissioned by the Portman Group, the alcohol social responsibility body and marketing regulator.

More than one fifth (22%) of Scottish drinkers say their alcohol consumption has reduced since first trying low and no drinks, demonstrating their role in encouraging moderate and responsible drinking. The top reasons cited for drinking low and no alcohol are being able to drive home safely from social events and avoiding short-term health impacts (i.e. hangovers).

With New Year’s Resolutions round the corner, those that plan to reduce alcohol consumption in 2023 said they will drink fewer alcoholic drinks at home (38%), have more alcohol-free days (28%) and stop drinking at home altogether to drink responsibly and moderately (22%).

Matt Lambert, CEO, the Portman Group – the alcohol social responsibility body and marketing regulator said: “The variety and availability of low and no alcoholic drinks has never been stronger, reflecting a huge increase in consumer popularity.

“The vast majority of consumers already drink responsibly within the Chief Medical Officer guidelines, but it is particularly pleasing to see evidence that low and no options are playing a role in encouraging people to moderate their drinking.”

Notes to editors

1. *Use of the term ‘semi-regular drinkers’ refers to those who either ‘often’ or ‘sometimes’ drink low and no alcohol products.
2. All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,381 adults, 206 of whom in Scotland. Fieldwork was undertaken between 28th – 29th November 2022. A similar survey was carried out in December 2021. The surveys were carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

Government must go further to encourage low and no alcohol uptake, say Portman Group

• Portman Group, the alcohol social responsibility body and marketing regulator, is urging the government to do more to encourage the uptake of low/no alcohol alternatives, as the market is potentially showing signs of plateauing after rapid growth
• New annual YouGov research reveals one in six respondents (17%) drink less alcohol after having tried low and no alternatives
• Over a quarter (29%) of alcohol drinkers now also semi-regularly* drink alcohol alternatives

The Portman Group is urging the government to do more to encourage the uptake of low and no alcohol drinks and launch the long-awaited consultation on Low-alcohol descriptors.

The consultation would seek views on updating the terminology around the various ways in which products below 1.2%ABV are marketed – a key source of confusion for UK consumers. After a delay of nearly two years, the Portman Group is calling on the government to prioritise the review in 2023.

The Portman Group, the alcohol social responsibility body and marketing regulator, warns not to let the positive trend lose momentum after years of growing UK sales and consumer interest in the category.

New YouGov consumer research reveals that over one quarter (29%) of alcohol drinkers now also semi-regularly* drink alcohol alternatives, compared to almost a third (32%) in 2021 and a quarter (25%) in 2020. For the fifth year in a row, the top reasons cited for drinking low and no alcohol are being able to drive home safely from social events and taking part in social events without drinking to excess. Furthermore, one in six (17%) of those who have tried low and no drinks say their alcohol consumption has reduced since first trying them, demonstrating their role in encouraging moderate and responsible drinking.

With New Year’s Resolutions round the corner, those that plan to reduce alcohol consumption in 2023 said they will drink fewer alcoholic drinks at home (37%), have more alcohol-free days (30%) and a further quarter (25%) said they plan to stop drinking at home altogether.

Matt Lambert, CEO, the Portman Group – the alcohol social responsibility body and marketing regulator said: “The variety and availability of low and no alcoholic drinks has never been stronger, reflecting a huge increase in consumer popularity.

“The vast majority of consumers already drink responsibly within the Chief Medical Officer guidelines, but it is particularly pleasing to see evidence that low and no options are playing a role in encouraging people to moderate their drinking.

“We are calling on the government to launch the low-alcohol descriptors consultation this year to give further support to the low and no alcohol sector. It has been expected for nearly two years, but given the turbulent political year this hasn’t been prioritised. This is an important review which should see alignment with global descriptors and give another push to this innovative category which is an active substitute for alcohol and supports moderate drinking.”

Notes to editors

1. *Use of the term ‘semi-regular drinkers’ refers to those who either ‘often’ or ‘sometimes’ drink low and no alcohol products.
2. All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,381 adults. Fieldwork was undertaken between 28th – 29th November 2022.  Similar surveys were carried out in December 2020 and 2021. The surveys were carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

A complaint by a member of the public against BuzzBallz Choc Tease, BuzzBallz Strawberry ‘Rita, and BuzzBallz Chili Mango was not upheld by the alcohol industry’s Independent Complaints Panel (ICP). A copy of the full decision is available here.

Produced by BuzzBallz LLC, the complaint was not upheld against four Code rules. In relation to these, the Panel noted:

• The packaging displayed clear positive alcohol cues to communicate the drinks’ alcoholic nature, including the alcoholic strength by volume of 13.5% (ABV), a ‘drink responsibly’ message and the word ‘cocktail’. (3.1 – alcoholic nature of the drink);
• All three products had flat bottoms which meant they could be easily set down and there were no elements on the packaging that suggested a consumer should either drink the product rapidly or ‘down’ it in one (3.2(g) – rapid drinking);
• The overall appearance and colour schemes of the products were not considered to have a particular appeal to under 18s (3.2(h) – particular appeal to under-18s);
• There was nothing on the products which suggested the drink could change a consumer’s mood or behaviour or that consumption would generate a ‘buzz’. The Panel considered that ‘buzz’, in the specific context of the packaging, while close to the line of acceptability, did not breach the Code (3.2(j) – therapeutic qualities).

Commenting on the decision, the Chair of the Independent Complaints Panel, Nicola Williams, said: “Alcohol brands must be conscious of their overall brand identity and name, and how these elements contribute to the individual product’s overall impression. This decision demonstrates that brands can innovate in a responsible manner and be mindful of the Code rules while standing out on-shelf.”

BuzzBallz was invited to comment and said “BuzzBallz, LLC is pleased with the ruling as we are meticulous in our packaging, marketing, and sales efforts to uphold the alcohol rules, laws, and standards in the UK, USA, and across the world. Responsible consumption by consumers of the legal drinking age is an important message and one we take seriously.”

-ENDS-

For more information contact:

Joseph Meaden

Mobile: 07709 525971

A complaint by Aberdeenshire Alcohol & Drug Partnership against Piggin’ Drunk Ale was upheld by the alcohol industry’s Independent Complaints Panel (ICP). A copy of the full decision is available here.

The drink was produced by Cottage Delight and the complaint was upheld against Code rule 3.2(f) for encouraging immoderate consumption.

The Panel considered that the name ‘PigginDrunk Ale’, as well as use of the phrase on the side of the bottle which read “this little piggy is hogging all the beer”, created an association with immoderate consumption and binge-drinking. The Panel expressed significant concern regarding an alcoholic product that incorporated the word ‘drunk’ in its name which created a link to excessive consumption of alcohol. The Panel therefore concluded there was a clear-cut breach of Code rule 3.2(f).

The complaint was not upheld under Code rule 3.2(h) (particular appeal to under-18s). Whilst the product featured a pig depicted in an illustrated style, the colour palette was a muted design, and the Panel considered that neither this nor any other element of the packaging had a particular appeal to under-18s.

Commenting on the decision, the Chair of the Independent Complaints Panel, Nicola Williams, said: “This product made multiple references to immoderate consumption and drunkenness, and therefore was a clear breach of the Code. I welcome the producer’s swift assurance that the product has been discontinued and that it will work with the Portman Group’s Advisory Service regarding any future designs.”

Cottage Delight was invited to comment and said “We can confirm that we have taken swift action to discontinue the product. Furthermore, we have given our assurances to the Portman Group that we will work closely with them and check the compliance of any future product designs.”

Aberdeenshire Alcohol & Drug Partnership was invited to comment and said “Naturally we are pleased that the panel have upheld our complaint. It’s disappointing that some producers of a hazardous product continue to promote alcohol with apparent disregard to consumer health and Portman rules. It’s therefore pleasing that this decision comes at the time that the Scottish Government is consulting on proposals to regulate alcohol advertising and promotion in the interests of consumer health (https://consult.gov.scot/alcohol-policy/alcohol-advertising-and-promotion).”

-ENDS-

For more information contact:

Joseph Meaden

Mobile: 07730 525 971

In response to the NHS Digital Health Survey for England 2021, Matt Lambert, CEO of the Portman Group – the alcohol social responsibility body and marketing regulator said:

“We welcome today’s NHS Digital statistics which suggest that harmful alcohol consumption in England continues to decline, following over a decade of falls in alcohol-related harm.

“A moderate majority – 4 in 5 – of English adults either do not drink or drink below the Chief Medical Officer low risk guidelines and it is significant that average weekly alcohol intake is now at a record low.

“This is coupled with a significant decline in binge drinking and in part due to successful ongoing partnerships between industry and other stakeholders who ensure that alcohol is marketed, sold and consumed responsibly.

“Whilst this suggests the trends are going in the right direction, including a small fall for those drinking at higher levels, it is crucial that the Governments across the UK support targeted measures for the minority who continue to drink at dangerous rates.”

ENDS

Notes to Editors:

• 78% of adults either do not drink or drink below the Chief Medical Officer low risk guidelines, up from 77% since the last survey in 2019.
• Record low of weekly alcohol intake is now 11.6 units per week – down from 12.2 units in 2019 and 13.4 units in 2011.
• Binge drinking is more than 6/8 units on a drinking day). This has now fallen to 12% in 2021 from 15% of all adults in 2019 (and compared to 17% in 2011).

• Four in five [85%] complaints about alcoholic marketing and packaging were considered for particular appeal to under-18s, industry report finds
• Alcohol producers across the industry were more likely to seek advice and guidance to avoid marketing having particular appeal to under-18s, than any other category

14^th December 2022: A new alcohol sector report finds that 85% of formal complaints considered by the Independent Complaints Panel (Panel) were regarding whether alcohol packaging and marketing had particular appeal to under-18s, as awareness grows for the harms of underage drinking.

The new report from the Portman Group – the alcohol social responsibility body and marketing regulator – reveals that the industry Panel reviewed more complaints about products appealing to under 18s in 2022 than any other category. However, the majority (76%) of complaints were not upheld, indicating a strong alignment between producers in the sector and the Code of Practice.

This comes as the report reveals that drinks producers were more likely to seek advice and guidance from the Portman Group’s Advisory Service under the Code rule on particular appeal to under-18s [29%] than any other category. This was followed by advice on immoderate consumption [20%] and bravado [15%], demonstrating increased awareness and proactivity from producers to ensure responsible marketing and labelling practices.

This increase in complaints coincides with a fall in underage drinking worldwide, again highlighting the increased awareness and action from producers to ensure that alcohol marketing does not have a particular appeal to people under the age of 18.

Complaints which raise concerns that alcohol marketing may have particular appeal to under-18s are considered under the Portman Group’s Code of Practice on the Naming, Packaging and Promotion of alcoholic drinks. Complaints in the category this year included products which used shimmering liquid and interactive elements such as lights and illustrations, which meant the overall impression of the packaging had a particular appeal to under-18s.

This year, the Panel upheld a complaint under the Code of Practice on Alcohol Sponsorship. A complaint against premium spirits brand, Jatt Life’s sponsorship of the luxury driving event was upheld under a number of Code rules including using images of those who were, or looked as if they were, under 25.

For over 25 years, the Portman Group’s 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.

The Portman Group has regulated alcohol sponsorship since 2003 and has a Code that ensures children are protected from alcohol marketing at sports, music and cultural events and that marketing is appropriate.

These regulations have been hugely effective, contributing to over a decade of declines in underage drinking across the UK:

Matt Lambert, CEO the Portman Group, said: “As a self-regulatory body, we work effectively with a responsible sector to ensure that we eliminate irresponsible marketing, and discourage under 18’s from being attracted to alcohol. There are a number of practical industry schemes which have been hugely effective in reducing the occurrence of underage drinking in the UK, and the Portman Group is proud to stand with them in playing our role in reducing harmful drinking. This is an approach that we know works, with many producers using their brands to showcase responsibility messages at major events, for example.

“It is positive to see producers continuing to take advantage of our Advisory Service to ensure that their products comply with the Portman Group’s Codes of Practice, and we encourage others to do so to help eliminate underage drinking.”

The report also finds that the Portman Group did not issue any Retailer Alert Bulletins this year. All producers whose products were upheld under the Code chose to work with the Advisory Service to revise any products in question or voluntarily removed the products from market, without the requirement for stronger enforcement action.

For more information on the Independent Complaints Panel, please visit: https://www.portmangroup.org.uk/panel-members/

ENDS

Notes to editors

All figures reported in the Portman Group’s Taking Responsibility for Alcohol Regulation 2022.

Contact details

For more information, please contact: portman@mhpgroup.com ; 07710 845 351