Another row has erupted between Scottish brewery Brewdog and the Portman Group over the marketing of one of its products.
The Portman Group’s Code of Practice has now rules that Brewdog’s Tokyo beer will not be sold by bars, clubs and shops in the UK following complains that its label encouraged excessive drinking.
The beer, which has an alcohol by volume rate of 18% breaks the code which set for minimum, mandatory standards for drinks marketing.
David Poley,chief executive of the Portman Group, said: “We don’t regulate the alcohol content of drinks but we do control how they are promoted. It’s obviously unwise for any company to urge consumers to drink to excess. We won’t allow any irresponsible marketing whether it’s for a big brand or a niche product. That’s why we’re taking action to restrict future sales of this beer.”
Despite the ban, the Panel has dismissed complains that the product’s packaging unduly emphasised Tokyo’s strength and that the expression “intergalactic fantastic” on the label was a reference to the effects of illicit drugs.