C&C, the drinks group behind Tennent's Magners and Blackthorn, has completed its resignation from alcohol advertising watchdog, The Portman Group, claiming that it had moved away from its founding the principles.
The group has confirmed its departure today, after four years as a member.
Paul Bartlett, C&C's head of corporate social responsibility, revealed that the decision had been taken by the group last year in order to allow it to focus on community project investment.
"Since then we have launched our Help for Heroes beer, announced an investment of £1m in UK orchards and taken on the distribution of One Water in Scotland. These are very worthwhile projects that aim to put something back into the communities in which we operate," Bartlett continued.
"We remain passionate about the rights of adults to enjoy alcohol responsibly and our credentials in this area over a long period of time are very strong. We support minimum unit pricing in Scotland and across the island of Ireland because, as a local company, we understand the needs of the communities in which we play a part.
"Sadly the Portman Group has moved away from its founding principles and is now dominated by the large multi-national drink companies with an agenda at odds with our colleagues in the wider UK industry. On this basis we feel it's time to leave," he added.
Henry Ashworth, CEO of the Portman Group resonded: “Portman Group members lead the drinks industry in promoting responsible drinking and reducing alcohol-related harm across the UK through effective self-regulation and partnership working. This leadership is in the long term interests of the majority of responsible consumers as well as all those who produce and sell alcoholic drinks. It is a shame that C&C Group plc has chosen to step down from this leadership role in the UK and Ireland."
The remaining members of the group are Heineken, Diageo, Carlsberg, InBev UK, Molson Coors, Pernod Ricard, Beverage Brands and Bacardi.