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Kirin’s Fourpure Juicebox IPA falls foul of Portman Group code

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An IPA brewed by Kirin's London craft brewery, Fourpure, has been lambasted by a UK industry watchdog over its potential appeal to children.

The Portman Group said Fourpures Juicebox Citrus IPA packaging could appeal to under-18s

The Portman Group said Fourpure's Juicebox Citrus IPA packaging could appeal to under-18s

The Portman Group said a complaint under its new code of practice was upheld by the Independent Complaints Panel for Fourpure's Juicebox Citrus IPA. Though the panel believed the product clearly conveyed to the average consumer that it is alcoholic, the panel was concerned that the packaging could have particular appeal to under-18s.

Chair of the Portman Group's Independent Complaints Panel, Jenny Watson, said: "The panel believed that the stylised image of a heap of oranges, including one depicted as a sun, alongside the name 'Juicebox' which could be easily associated with a children's drink meant that this product had a particular appeal to under-18s.

"It once again highlights how important it is for producers to consult the code of practice and the Portman Group's advisory service before launching a product to avoid problems before they arise."

Kirin bought Bermondsey-based Fourpure in 2018.  

Elsewhere this month, the Portman Group did not uphold complaints against both AB InBev's Leffe Brune Abbey and Heineken's Birra Moretti. Complainants had questioned whether large-format bottles would encourage excessive drinking. However, the panel found that the premium, wine-style bottles were understood by consumers to be sharing formats.

Packaging sizes influence alcohol consumption patterns - survey


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