W&DB's Marston's Pedigree ads branded 'misleading'

Hampshire brewer Gales is calling for Wolverhampton & Dudley to modify its Marston's Pedigree advertising after it branded the latest campaign "misleading".

The brewer has taken issue with a trade press advertising campaign for Marston's Pedigree that carries the strapline "The Only Beer Brewed in Wood".

Derek Beaves, head of marketing at Gales, said that the brewery was one of many independent breweries that still use wood to brew beer.

"They can't say they're the only beer brewed in wood as it simply isn't true and we can prove it," he said.

"Three of our beers - HSB, GB and Butser Bitter are all brewed in wooden vessels and have been since 1847."

Marston's responded by saying the strapline referred to the unique Burton Union System that uses wood to brew Marston's Pedigree. A claim dismissed by Mr Beaves.

"They've deliberately over-simplified it as they know full well that Joe Public won't know what it means. It's an erroneous statement and I'm sure the Advertising Standards Authority would be interested," he said.

A spokesperson for Marston's said: "Marston's is the only beer to use this system and this is made very clear in the body copy of the advertisement.

"It is not targeted at consumers, it is only designed to be run in trade press whose readership is knowledgeable enough to know the difference."