US: NBC axes spirits advertising
NBC, the US network TV company, is ditching its policy to air spirits advertising only three months after it said it would start taking such commercials.
NBC broke a 54-year-old policy to shun spirits advertising when it agreed to take commercials from drinks giant Diageo for its Smirnoff Ice brand. But the decision has received considerable criticism from the word go and NBC said pressure from Congress, a strong backlash from advocacy groups and a lack of support from rival networks had caused it to review its policy.
Despite the tough standards imposed on liquor adverts by NBC, there has still been enough concern for the decision to get debated in the US senate.
And ultimately it seems that a request from the House and Senate Commerce Committee to reconsider the network's December decision finally pushed NBC into halting its spirits ads. "We said we were going to take into account all these various points of view," said Alan Wurtzel, president NBC standards and research. "We did, and we decided we weren't going to go forward."
The spirits industry has reacted with disappointment. The Distilled Spirits Council said it believed the network had come under pressure from the beer industry - one of the highest-spending advertising sectors.
"They say they buckled under to the critics," said Frank Coleman, a spokesman for the council. "We say that too, but clearly beer wants the marketplace to itself."
In a statement the Council called NBC's move a "temporary" setback, and said the current regime to allow beer and wine advertising was "reinforcing the dangerous misperception that beer is 'soft' alcohol and spirits are 'hard' alcohol."
Diageo meanwhile said it would "continue our discussions with NBC and other networks as we remain focused on attaining equal access to the airwaves."
In a statement the company said its "marketing and advertising sets the highest standards of social responsibility in the industry."
The global roll-out of InBev's Brazilian beer, Brahma, adds a third premium brand to the global brewer's international portfolio but some observers have suggested it's an unnecessary step which threat...
Diageo is to launch a national advertising campaign for its gin band Tanqueray in the US....
Diageo is looking to change the image of one of its flagship brands in Colombia....
Diageo is to launch a new global advertising campaign for Smirnoff Ice. The first ad in the global campaign, 'Garden', launches in Great Britain on April 11th on terrestrial and satellite TV. ...
Diageo has completed another share buyback transaction....
Diageo's Smirnoff Signatures line of premixed cocktails is now available nationwide in the US....
Diageo is poised to cut back its presence in Germany, according to local reports....
Heineken has acquired a 40% stake in a Chinese brewery....
- SABMiller & Meantime: Notes for the New Owner
- Analysis - Keurig Kold fails to impress
- Comment - How to Target Cognac's Mok Generation?
- Analysis - The Value of Prosecco
- The Beer Engine that is Africa
- Whyte & Mackay takes on Flor de Caña in UK
- Diageo takes Baileys, Gordon's marketing in-house
- Castel acquires stake in Belvedere
- Carlsberg cuts 180 staff
- Suntory to buy Japan Tobacco beverage unit
- Global Tequila insights - market forecasts, product innovation and consumer trends research
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global rum insights - market forecasts, product innovation and consumer trends research
- Africa: The Final Frontier for Beer
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review