Marketing Toolkit

The Portman Group has developed best practice guidance for drinks producers on communicating alcohol and health-related information to consumers across multiple channels, including on-pack and online. We have done so in consultation with the sector trade associations for drinks producers, (BBPANACMSWA and WSTA).

The new guidance supersedes the 2011 guidance agreed under the Department of Health Responsibility Deal Alcohol Network Labelling Pledge.

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

  • Unit alcohol content per container (and optional per typical serve)
  • Pregnancy logo/message
  • Active signposting to

In addition to the above elements, all Portman Group members have voluntarily agreed to place the UK Chief Medical Officers’ low-risk drinking guidelines on their labels. We have also produced an alcohol labelling toolkit which suggests a range of other helpful information producers could communicate.

We highly recommend this training to anyone involved in alcohol marketing who either hasn’t had an update on the application of the latest Code or is new to alcohol marketing. The completion of this course is increasingly seen as a sign of professionalism for marketers in the alcohol sector. Completion of the training will result in the achievement of our Alcohol Marketing Accreditation and a certificate will be provided.

Download the Toolkit

Further Reading