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.
Discounters have been steadily building up their presence in the global alcoholic drinks market over the last decade, according to Euromonitor International's latest global briefing 'Global Alcoholic ...
The recession has prompted trading down in the spirits market, even putting the brakes on the seemingly ever-increasing premium vodka category. With reference to a new IWSR/just-drinks report, Ben Coo...
Industry advocates may have branded the recent tax rise for RTDs in Australia a "tax grab masquerading as health policy", but it has shown the Government's resolve when it comes to alcohol regulation....
French spirits group Pernod Ricard will need more than a few headache pills to deal with the tough period ahead. The world's second largest spirits group, behind Diageo, predicted a tough fiscal 2010 ...
The top ten stories published on just-drinks this week:...
William Grant & Sons has unveiled a series of new packaging designs for its Glenfiddich 12, 15 and 18-year-old single malt Scotch whiskies....
Brown-Forman has launched a promotional campaign in the US that involves donating a tree for every certificate redeemed from a bottle of Finlandia vodka....
The Scotch Whisky Association has attacked a proposal by the Scottish Government to introduce minimum pricing for alcohol in the country....
- Diageo's Q4/FY 2016 results - Preview
- Wine consumption and its health effects
- Can craft breweries compete in lager arena?
- Time to take stock of Constellation's Corona
- The Coca-Cola Co's Q2/H1 2016 results - Preview
- SABMiller puts brakes on A-B InBev integration
- Diageo names new TR head as Doug Bagley exits
- AB InBev seeks single buyer for European beers
- Gruppo Campari trials Negroni pre-mix
- Scotch drop hits Edrington as FY profits fall
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends