Marketing Toolkit

The Portman Group helped develop the industry Alcohol Labelling Guidelines. It is the best practice guidance for drinks producers on communicating alcohol and health-related information to consumers. We did this in consultation with:

This guidance launched in 2022 supersedes both the 2011 guidance agreed under the Department of Health Responsibility Deal Alcohol Network Labelling Pledge and the guidance created in 2017.

The guidance provides icons and best practice options for on pack labelling including four minimum elements:

  • Unit alcohol content per container (and optional per typical serve)
  • Pregnancy logo or message
  • Active signposting to
  • Chief Medical Officers’ Low Risk drinking guidelines 2016

Marketing Toolkit

For further advice on applying the Alcohol Labelling Guidelines please contact our Advisory team.

Further Reading