A recent complaint about Heineken’s Birra Moretti Grani Antichi was not upheld by the Independent Complaints Panel. A copy of the full decision is available here.
The complainant, Alcohol Change UK, expressed concern that the product could be in breach of Code paragraph 3.2(f) on illegal, irresponsible or immoderate drinking.
Birra Moretti Grani Antichi was one of the first complaints to be considered under the sixth edition of the Code of Practice, which was accompanied by updated guidance on illegal, irresponsible or immoderate consumption.
At the request of the Panel, YouGov were commissioned to rerun the 2016 survey on consumer opinions on different container sizes and how they are designed to be consumed. The 2019 survey replicated the results of 2016, demonstrating the public’s firm opinion on how to consume different products. The results of the survey can be found here.
Reviewing the product in detail, the Panel noted:
- The product’s premium branding and shape was similar to a wine bottle, which would help consumers to understand it is intended to be shared.
- The back label of the product clearly stated that it contained 6 units which was helpful to consumers making choices about their drinking.
- The results of the YouGov survey reinforced this understanding.
The Panel believed the product as it was currently sold did not promote irresponsible or immoderate drinking. For this reason, the complaint was not upheld under Code paragraph:
- 3.2(f) A drink, its packaging and any promotional material or activity should not in any direct or indirect way encourage illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking or drunkenness
A Spokesperson from Heineken said:
“Birra Moretti Grani Antichi is a beer clearly designed to be enjoyed with friends and we are pleased the Portman Group agreed.”
“In the spirit of absolute clarity, we have chosen to add an additional sharing message on the bottle – which the Portman Group has welcomed.”