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Portman Group Molson Coors Corona

Corona Extra promotion does not encourage excessive consumption, Portman Group finds

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By Ishbel Macleod, PR and social media consultant

October 11, 2011 | 2 min read

A promotion for Corona Extra with the prize of a trip to Ibiza did not breach responsible drinking guidelines, the Portman Group’s Independent Complaints Panel has said.

Corona Extra, owned by Molson Coors Brewing Company UK, ran an on-trade competition in which entrants had to purchase a bucket of five Corona Extras. Each bucket had a unique code to text in for an instant prize or chance to win a trip to Ibiza for four people.

A consumer asked if having to purchase five bottles in one session went against the responsible drinking guidelines.

Molson Coors explained that all of the consumer-facing point-of-sale material made clear that the bucket of Corona was intended for sharing, and the holiday for four reinforced this. The company also stated that consumers could only enter the competition twice in one day.

The Panel considered that the point-of-sale material made it very clear that the bucket of five Coronas was for shared consumption.

David Poley, chief executive of the Portman Group, which provides the secretariat for the Independent Complaints Panel, said: “It is important when running multi-purchase on-trade promotions that companies contact the Portman Group for advice.

“It enables companies to identify any possible issues under the alcohol responsibility Code and to address them before launch.

“Molson Coors sought advice from our Code Advisory Service and took a number of steps to ensure that the promotion did not encourage immoderate consumption.”

Portman Group Molson Coors Corona

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