Market research
Ramsgate Brewery has agreed to change the pump clip on one of its beers, featuring gangsters the Kray twins, after it fell foul of industry guidelines.
Dark Conspiracy, produced by the Kent-based brewer, was brought to the attention of industry watchdog the Portman Group after a complaint from a member of the public. The Portman Group said its independent complaints panel found that “although the producer had not sought to intentionally associate the product with violence or aggressive behaviour, there were more appropriate images that could be used to illustrate the conspiracy connection".
The panel also felt the Kray twins were “intrinsically linked with violence and aggression and were still relevant and contemporary figures.”
Henry Ashworth, the Portman Group’s chief executive, said: “Original and innovative marketing is a world-class British export and should not be stifled by regulation, but the alcohol industry must show, through a strict set of regulations, that it can market its products responsibly."
Ramsgate Brewery said the "stylised drawing of the Kray twins was chosen because it felt it illustrated the name perfectly, conjuring up thoughts of the famous conspiracy between gangsters, the press and politicians".
The full ruling can be viewed here
Sectors: Beer & cider
Companies: The Portman Group
