A complaint against six Beak Brewery products has been upheld by the alcohol industry’s Independent Complaints Panel (ICP).
The complaint, from a member of the public, expressed concern that the bright, cartoon branding on Beak Brewery products may have particular appeal to under-18s, under Code rule 3.2(h).
The Panel considered ten products under the Code in total and upheld complaints against six products. The complaint was not upheld against four products.
The list of decisions can be found below:
BEAK DÉŠŤ 5% CZECH PILS
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
The full decision can be read here.
BEAK FRENDS 8% DIPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
The full decision can be read here.
BEAK ILLU 6.5% IPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 3.2(b) A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour.
The full decision can be read here.
SURPS 8% DIPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 3.2(b) A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour.
The full decision can be read here.
COLUMNS 6.5% IPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
The full decision can be read here.
CREEKS 6.3% BRIGHT IPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
The full decision can be read here.
BEAK GIFT PACK
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
The full decision can be read here.
HUM 4.8% PALE
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 3.2(f) A drink, its packaging and any promotional material or activity should not in any direct or indirect way encourage illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking or drunkenness.
Not upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
The full decision can be read here.
BEAK NONIC 8% DIPA
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
The full decision can be read here.
BEAK AND THE RED LEVIATHAN 6.8% SOUR ALE
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 3.2(a) A drink, its packaging and any promotional material or activity should not in any direct or indirect way give the higher alcoholic strength, or intoxicating effect, undue emphasis.
Not upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.2(j) A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest that the product has therapeutic qualities, can enhance mental or physical capabilities, or change mood or behaviour.
The full decision can be read here.
The producer has agreed to make changes to Dest 5% Czech Pils to bring it in line with the Code and that the other products, which were limited edition, will not be rereleased.
Chair of the ICP Rachel Childs said: “The Code of Practice is clear that alcoholic drinks and their packaging should not in any direct or indirect way have a particular appeal to under-18’s. While it was clear that the producer did not intend to market the drinks to under-18s, the Panel found that several products breached the Code in this respect following a complaint from a member of the public. It’s really positive that the producer in this case has engaged fully with the Portman Group Advisory service and agreed to make the necessary amendments to the packaging to bring it in line with the Code.”
A Beak Brewery spokesperson added: “Earlier this year, a member of the public objected to a series of our labels, which they believed could inadvertently appeal to under-18s. We were very surprised to hear this as it’s the first such complaint we’ve received in almost a decade of operation. Fortunately, just one core beer, Dest Pils, was affected and we’re now working closely with The Portman Group to bring this design in line with the group’s labelling policy.
“Overall, it’s been a positive learning experience for us and we’re looking forward to working more closely with the group’s advisory service over the coming years.”
For more information contact: dcollingwood@portmangroup.org.uk
Notes to editors
- Images available online or on request
- The Portman Group was formed in 1989. It is the alcohol industry regulator and social responsibility body. It has over 160 Code signatories from producers, retailers and membership bodies.
- The Portman Group is funded by 20 member and associate member companies: Asahi UK Ltd; Aston Manor Cider; Bacardi; Beam Suntory; Brown-Forman; Budweiser Brewing Group UK&I; Campari; C&C; Diageo GB; Edrington UK; Heineken UK; Mark Anthony Brands International; Mast-Jäegermeister UK; Molson Coors Beverage Company; Pernod Ricard UK; Punch Pubs & Co; SHS Drinks; Thatchers’; and Treasury Wine Estates.
- The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks was first published in 1996. In 2021, we celebrated the 25th anniversary of the Code. The Code seeks to ensure that alcohol is promoted in a socially responsible way, only to those aged 18 and over, and in a way that does not appeal particularly to those who are vulnerable. The Code has helped create an industry that works effectively within the context of a self-regulatory model, while encouraging design, innovation and creativity. This has been done in an effective, responsive and inexpensive way.
- Effectively – over 170 products have been amended or removed from the market. Many hundreds more have been helped to adhere to the Code before appearing on shelves through the support of the Advisory Service;
- Responsively – there have been five updates to the Code over 25 years responding to changes in public attitudes and expanding its reach; all without recourse to Government or Parliamentary time;
- Inexpensively – the leading members of the industry are currently funding the model for all to be protected at no cost to the public purse.
Contact: Daisy Collingwood dcollingwood@portmangroup.org.uk
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