Beer by Brewdog banned from UK bars

4th December 2009, 8:13am

Brewdog's Tokyo beer won't be sold by bars, clubs and shops across the UK following a ruling under the Portman Group's Code of Practice.

Alcohol Focus Scotland and a member of the public complained that a message on the drink's label encouraged excessive drinking.

The Independent Complaints Panel decided that the 18% ABV beer breaks the Code which sets minimum, mandatory standards for drinks producer marketing. 
 
The Portman Group is issuing a Retailer Alert Bulletin asking businesses to stop selling the drink until its marketing is altered to comply with the Code.
 
David Poley, Portman Group chief executive, 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."
 
The Panel did, however, dismiss complaints that the product's packaging unduly emphasised its strength and that the expression "intergalactic fantastic" on the label was a reference to the effects of illicit drugs.

Related Articles:

• 26 Jul 2010 - £500 a pop and 55% alcohol – but BrewDog's beers sold out in four hours
• 22 Jul 2010 - BrewDog unveils strongest and most expensive beer in the world
• 08 Jan 2008 - Alcohol marketing rules come into effect
• 16 Aug 2007 - Legal drinking age to 21 dismissed
• 22 Jun 2007 - Shooters and slammers no longer acceptable

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