Company: Brewdog Ltd
Final Decision: 5 December 2008
Considered under the 4th Edition of the Code.
“Description of the product includes “nourishing food stuff” and “magic is still there to be extracted from this drink” implying it could enhance mental or physical capabilities.”
PIPC (as part of their audit of Code compliance)
Under Code paragraph 3.2(j)
A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest that the product can enhance mental or physical capabilities.
The company’s submission
The company denied that the label carried the implication alleged by the complainant.
The Panel’s assessment
The Panel noted that the challenged text was contained in a light-hearted description of the history of beer and of the company’s aspirations. The Panel considered that, in this context, the text in question was unlikely to be taken literally. The Panel accordingly did not find the product’s packaging to be in breach of the spirit of the Code.
Action by company
No action required.