UK: Portman forces Alcohol Brand’s ‘Baby’ drinks to re-brand

Two UK drinks containing vodka are being forced to re-brand following a complaint under the Portman Group's code of practice.

The independent complaints panel said today (11 March) that the packaging and bright colours of Alcohol Brands' Baby Blue and Baby Pink drinks would have particular appeal to under-18s, "especially young girls".

The panel did, however, dismiss a complaint that the alcoholic nature of the products was "insufficiently clear". The complaints were made by the Gin and Vodka Association against the blueberry and lemon citrus flavoured drinks containing vodka.

David Poley, Portman Group chief executive, said the company has gone "too far" with its marketing.

"The industry needs to guard against accusations that it is targeting under-18s. The names, garish colours, emphasis on calorie content and childish lettering on the labels combine to make this marketing unacceptable. These features could turn these drinks into fashion accessories for young girls. The manufacturer is now liaising with our code advisory service over packaging changes that will bring these drinks in line with the code."

The Portman Group is a financial supporter of the Drinkaware Trust, the independent charity educating consumers about responsible drinking. The group's member companies include Bacardi-Martini, Brown-Forman, Carlsberg UK, Coors Brewers, Diageo, Inbev UK, Pernod Ricard UK, and Scottish & Newcastle.