ACS

The Portman Group have banned the products below after having been found in breach of The Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks.

Licensees who currently stock the products stated below should take careful note of the Licensee Action and Timetable for Implementation section.

KESTREL SUPER 500ML CAN
Producer: Wells & Young’s Brewing Company
SUMMARY OF DECISION
The Panel noted that the word “Super” was prominently displayed above the word “strength” and references to strength appeared in several other places on the can. These were reinforced by the prominent, stern image of a kestrel on the can’s front. The Panel concluded that this combination made strength the dominant theme and therefore caused the product to breach Code paragraph 3.2(a).

MEGA WHITE CIDER
Producer: The Original Cider Company
SUMMARY OF DECISION
The Panel noted the references to “mega strength” on the packaging. The Panel concluded that this made the alcoholic strength the dominant theme and therefore caused the product to breach Code paragraph 3.2(a).

BLACKOUT CIDER
Producer: The Original Cider Company
SUMMARY OF DECISION
The Panel noted that, particularly in the context of a relatively strong cider, the name “Blackout” carried strong connotations of the drink’s potential effect of alcoholinduced unconsciousness. The Panel concluded that this made the intoxicating effect a dominant theme and therefore caused the product to breach Code paragraph 3.2(a).

LICENSEE ACTION AND TIMETABLE FOR IMPLEMENTATION
Licensees are asked not to place orders for stocks of "Kestrel Super" or "Mega White Cider" in their existing packaging after 26 September 2008 nor to place orders for "Blackout Cider" after 26 September 2008. Licensees who place orders before this date should consider limiting the order to the quantity that would normally be sold by this date.

ACS Chief Executive James Lowman said: “We encourage all retailers to comply with the Portman Group Code. Compliance with the Portman Groups recommendations is a key element of being a responsible retailer.”

If you have any questions or wish to receive a copy of the Code or additional copies of this Bulletin, please contact: The Portman Group, 7–10 Chandos Street, London W1G 9DQ. Tel: 020 7907 3700; fax 020 7907 3710; or email info@portmangroup.org.uk

The Portman Group Code is supported by over 130 Code Signatories representing the overwhelming majority of the drinks industry. The Secretary of State’s Guidance under the Licensing Act 2003 commends the Code to licensing authorities and recommends that they commend it in their statements of licensing policy.