C&C Group has signed up to the UK drinks industry’s self-regulatory body for marketing, the Portman Group.

The Magners and Gaymer Cider Co owner said this week that the move demonstrates its commitment to promoting responsible drinking. “Portman Group members operate with the highest levels of social responsibility to ensure that their products are enjoyed sensibly by adults throughout the UK,” said Magners GB managing director, Gordon Johncox.

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“We recognise that more still needs to be done to educate consumers,” Johncox continued. “By becoming members of the Portman Group, we can collectively continue to drive awareness of these issues and have valuable input when it comes to framing alcohol policy.”

C&C Group’s move comes as representatives of the UK drinks sector negotiate with the Government on a Responsibility Deal that will lay out industry commitments on marketing, labelling and consumer education. An announcement on the deal is expected in January.

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