WKD and Sh*tfaced beer among promotions slammed by Portman Group

The WKD Halloween Cocktail promotion was found in breach of alcohol marketing rules for encouraging immoderate consumption after a complaint from Northampton Borough Licensing Team.

The Portman Group panel ruled that consumers might end up drinking directly from a cauldron that was part of the promotion and, therefore, “would not be able to gauge how much they had consumed”.

The panel noted the assurance that producer SHS Drinks made in its subsequent response to amend its guidance to bar staff, but its decision was “made on the material that was subject to the complaint” and accordingly, the panel found the product in breach of Code paragraph 3.2(f).

A separate complaint that the promotion might appeal to under-18s was not upheld, after the panel accepted that Halloween was also popular with adults, and that the promotion was restricted to the on-trade.

Schoolboy error​

In a separate ruling, a complaint about the packaging of Centenary Beer, produced by Irwell Works Brewery, in Ramsbottom, Lancashire, on behalf of Bacup & Rawtenstall Grammar School, in nearby Waterford, has been upheld for having a particular appeal to under 18s.

The beer was the subject of a complaint from a member of the public concerned that the school brand was being associated with an alcoholic drink.

The panel acknowledged the procedures the school and brewery had put in place to ensure that the alcohol was not seen by pupils. However, it considered that a school emblem was used by a school to instil a sense of loyalty and identity among pupils, and “this would still apply even when the emblem appeared on other products”.

The panel went on to say the fact the product label featured the words ‘grammar school’ immediately associated that product with a child, and any school, or school-related material – so was likely to have a particular resonance with under-18s.

In addition, the panel it could not control children seeing the product if it was taken home. It upheld the complaint under Code paragraph 3.2(h).

Taking the p*ss​

Meanwhile, Newcastle brewer Direct Beers – which produces beers with names such as Cat P*ss, Dog P*ss, Bullsh*t, Dandelion & Birdsh*t, Big C*ck, A**e Liquor, Sh*tfaced and Kn*bhead – was ruled against on 10 complaints for appealing to under-18s, three complaints for encouraging immoderate consumption, and two complaints each for association with sexual activity, and association with bravado or anti-social behaviour.

Direct Beers said none of its products were intended to appeal to under-18s, and explained that the vast majority of its drinks were sold in person at retail events, where it operated a Challenge 25 policy.

However, the panel found that “frequent references to scatological humour, defecation, urination, genitalia, vomiting and other bodily functions could prove particularly attractive to under-18s”.

It also noted that this appeal was exacerbated by cartoon illustrations shown on a number of the products. 

In a further ruling, the panel found that RTD drink Breezer, Watermelon and Orange – produced by Bacardi-Martini – did not encourage underage drinking.