When Lewes-based Beak Brewery, founded by Danny Tapper in 2019, received a complaint about ten of its product range, it was a stressful moment. Following a ruling by the Independent Complaints Panel, six of those products were found to breach Code Rule 3.2(h). which states that a drink, its packaging or promotion should not have a particular appeal to under-18s. For a small brewery, this raised fears of a costly rebrand, reputational damage and major disruption.
Instead of panicking, Danny chose to engage openly with the Portman Group’s Advisory Service in the aftermath of the upheld decisions. Working with us to address the areas of concern identified by the Panel and taking the necessary steps to ensure that the brand’s identity was retained while being mindful of the Code. What could have been a punitive process turned into a collaborative and educational experience.
Danny Tapper, Founder of Beak Brewery, “Without being overly dramatic, when we received that first letter from the Portman Group, it was one of the worst days of my life. It was just the fear of not knowing how this would affect the business we’d worked so hard to build. The complaint was against pretty much our whole product line and so it felt devastating.
“However, when we spoke to the team at the Portman Group, we realised very quickly that they were trying to help us and the whole process felt a lot more balanced and collaborative. We had imagined that in the worst case we would need to change our whole logo and every product but, in the end, it was an amend not a complete overhaul.
“In fact, it was a beneficial process for the brand, it gave us a chance to distil what our brand was about and the complaint was against the products that perhaps weren’t the most reflective of the wider Beak brand and so we had the opportunity to change those and as a result we’ve developed really strong brand guidelines.”
As part of the process, Beak Brewery also used the Portman Group’s free, confidential Advisory Service to help guide future product development and potentially avoid similar issues down the line.
The outcome was positive for Beak Brewery. The necessary changes were made without a complete rebranding, which ultimately benefited the brand. The process allowed the brewery to refine their brand guidelines and distil their brand story. The customer base reacted supportively, and the brewery’s relationship with the Portman Group was strengthened.
Laura Demorais, Director of Regulatory Affairs said, “Complaints don’t need to be a disaster, being on the receiving end of a complaint letter from the Portman Group is not necessarily an indication that a product is in breach of the Code, at that point it’s just the view of the complainant and the start of an investigative process. I’d encourage all producers in this situation to engage with the process in a transparent way and to take the opportunity to explain their brand identity and creative marketing choices in the context of the Code. The Panel will always look at the whole picture which will include the product, the complaint and the producer’s response.
“If a product is found in breach of the Code, our free, confidential Advisory Service is on hand to offer guidance and it’s great to see how this helped Beak Brewery”.
Matt Lambert, Portman Group CEO, “The experience that Beak Brewery had with the Portman Group highlights that our complaints process is fair, transparent, and supportive. As a proactive and pro-growth regulator, the Portman Group always focuses on proportionate regulation to protect consumers and support responsible businesses; and engaging with us in an open and productive way can turn challenges into opportunities. We’re grateful to Beak Brewery for working with us to fully address the issues raised in the complaint and to bring their marketing in line with the rules in the Code of Practice.”
Danny’s final advice to fellow producers: “My advice to others if they get a letter from the Portman Group is not to panic, keep the relationship and the communications positive, it’s very easy to be defensive but being open and transparent is the best way forward.”