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Marketing Toolkit

The Portman Group helped develop best practice guidance for drinks producers on communicating alcohol and health-related information to consumers across multiple channels, including on-pack and online. We did this in consultation with the British Beer and Pub AssociationNational Association of Cider MakersScotch Whisky Association and Wine and Spirits Trade Association.

The 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 Drinkaware.co.uk

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

Download the Toolkit

Further Reading