Portman Group pulls two more drinks
Two drinks companies have been found guilty of breaking the drinks industry's advertising code.
The Independent Complaints Panel found that both Spencer Drinks and The Magic Bru Company had broken The Portman Group's code of practice on the naming, packaging and promotion of alcoholic drinks.
As a result a retailer alert bulletin will now be issued asking retailers not to sell stocks of "Shotz" or "V" with the existing packaging.
The panel, chaired by former Metropolitan Police chief Lord Condon, ruled that the Spencer Drinks product Shotz broke rules on the association of a product with sexual success due to the names of its different flavours, like "Blow Job" and "Sex on the Beach".
Shotz was also found to appeal strongly to under-18s because of the "gimmicky nature" of the test tube packaging.
Mark King, managing director of Spencer Drinks, said: "We feel that some of the rulings are a little bit over-zealous. For example, Sex on the Beach is a very common name for a cocktail. However, we will do all we can to come into line with The Portman Group."
The Magic Bru Company's "V" also broke rules by the drink's association with sexual prowess as the letters SEX were found on the neck of the bottle.
The use of the word "energy" on the packaging suggested, the panel said, that the drink could enhance the mental or physical capabilities of the drinker.
Jim Minton, director of campaigns and communications, said: "The full code has been out for a year now so we just need to keep communicating with drinks companies. "People can come and talk to us and discuss their plans. We are not in the business of trying to stop companies innovating."
The Publican comments:
This ruling shows how careful drinks companies have to be regarding the advertising and packaging of the products, with some of the complaints skirting the thin line between reasonable and irresponsible.
I wouldn't for a minute regard putting the letters SEX on bottle as responsible but the panel did find the use of the word "energy" on "V" troubling. Not so long ago calling a product an energy drink was simply a ruse to get sporty types to drink it. Now it encourages irresponsible drinking.
Everyone needs to be fully aware of what the code entails and so better communication between the drinks trade and The Portman Group is needed.
Adam WithringtonBrands reporternqnzj@gurchoyvpna.pbz
