Retailers have been asked by regulators The Portman Group to stop placing orders for Liquor Zaar’s OJ Premium Strong Beer.
The Independent Complaints Panel (ICP) found the product placed undue emphasis on its higher alcoholic strength, and that the packaging indirectly encouraged immoderate consumption, leading to the Retailer Alert Bulletin (RAB) from The Portman Group – its first since 2023.
A RAB is only issued following an upheld complaint by the panel where the producer chooses not to comply with the decision. A RAB requests that retailers cease placing orders for the product three months after the publication date, in this case after the 15 December.
The complaint, made by Zenith Global Commercial Ltd, as part of the Portman Group’s independent proactive audit of the UK market last week, raised concerns about potential Code breaches of Code Rule 3.2 (a), which states that a drink “should not give higher alcoholic strength, or intoxicating effect, undue emphasis,” and Code Rule 3.2 (f), whereby a drink “should not encourage illegal, irresponsible or immoderate consumption.”
The panel noted that whilst it was important to ensure a drink’s strength was communicated factually, the higher strength should not be unduly emphasised. The panel considered that the combination of multiple strength cues, including disproportionately large fonts and overt presentation of the drink’s ABV, alongside imagery representing strength, placed undue emphasis on the drink’s higher alcoholic strength.
The Panel noted that as the product contained 4.4 units of alcohol in a single serve, non-resealable container, mitigating factors such as a ‘share’ message or per serve information should have been included.
Matt Lambert, chief executive of the Portman Group, said: “This is the first RAB the Portman Group has issued since 2023. It’s particularly disappointing that the producer refused to engage with the process or take advice from our free advisory service.
“We will not hesitate to enforce the Panel’s decision and request that all responsible retailers across the UK stop placing orders for OJ Premium Strong Beer after the 15 December. If any retailer is unsure about the RAB’s application, please contact the Complaints Team for further information.”
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