Diageo has said it disagrees with a ruling by the Portman Group’s complaints panel that one of its promotional counter top units breached guidelines by encouraging binge drinking.
In the ruling the panel expressed concern at the ambiguity of the unit’s ‘mix it up tonight’ message. “The Panel concluded that the message could encourage consumers to drink several bottles in one sitting.”
In a statement Diageo said today: “The unit clearly stated that each 20cl bottle contained eight drinks in each bottle and, we believe that this and the rest of the packaging encouraged responsible consumption by informing the consumer of the number of standard 25ml measures in each bottle and suggesting that they make mixed drinks to share.
“Whilst we respect the panel’s ruling, we had, in any event, already updated the unit for commercial reasons some months before we were notified of the complaint and we can reassure retailers that the current redesigned counter top unit is compliant with all codes and will remain in circulation.”
The panel noted that as Diageo had already redesigned the counter-top unit, the company did not need to take any further action.
Henry Ashworth, secretary to the Group’s Independent Complaints Panel, said the ruling was a reminder to exercise caution over packaging and promotions messaging particularly where more than one variety of alcohol was on sale from the same point.
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