Watchdog slams farm’s ‘childish’ beer bottle label
By: JimOldfield
November 1st, 2012
Organic brewer Laverstoke Park Farm has been rapped by an alcohol watchdog for labelling its beer bottles with pictures that appeal to young children.
The “childish” drawing of a farmer on the farm’s beer and lager labels has fallen foul of the Portman Group, after they received a complaint from a member of the public concerned that the drawing and its colouring could be confusing and appeal to under 18s.
This week, the Group’s Independent Complaints Panel, ruled that the image on the beer – which is stocked in Waitrose – was “entirely inappropriate” for alcoholic drinks labels and had breached the alcohol responsibility code
However, they accepted that the company – who also make a range of food and non-alcoholic drinks – had not deliberately set out to make its beer attractive to youngsters.
Laverstoke Parm Farm, which is based in Overton, near Basingstoke in Hampshire, said the generic brand image of a farmer, Mr Laverstoke, was used on all its products, including soft drinks such as organic apple juice.
They did not believe that the beer labels would have a particular appeal to children and argued the colour, language and layout of the label created an “adult, joyful and honest feel” to the products.
The company added they had consciously used an
older-style font on the label, rather than one typically used on children’s products.
But the panel concluded that the image could cause confusion for the customer and said that while the drawing would be unlikely to attract older children, it would be likely to have “a particular appeal to younger children”.
They added there were “no exceptions” to the rule which says that alcohol packaging must not appeal to children.
Henry Ashworth, Portman Group chief executive, said: “We understand that producers don’t deliberately set out to break the rules but they must be extra vigilant when it comes to marketing alcohol.
“No producers are exempt from the rules and it is vital that the whole industry set a precedent of ensuring their products do not appeal to anyone under the age of 18.”
Laverstoke Park Farm are yet to confirm what action they will take to address the breach.
