Diageo falls foul of the Portman Group code

In this most recent case a counter-top unit containing 20cl bottles of spirits aimed at convenience stores was found to encourage “immoderate consumption” and impulse purchases.

The complaint was made by the Northampton Borough Licensing Team.

A further complaint by the team that the unit had a particular appeal to under-18s was not upheld.

Diageo will not be required to redesign the unit as it had already updated the packaging for “commercial reasons” some months before it was notified of the complaint.

“We apply extremely high standards to all Diageo marketing, so the Portman Group Independent Complains Panel’s decision is disappointing,” said the company in a statement.

“We simply do not agree with the panel’s view that this unit encouraged irresponsible or immoderate consumption.

“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.”

Last month WKD and a beer called Sh*tface also fell foul of the Portman Group code.