Allied Domecq to include sensible drinking message in brand advertising
Allied Domecq is set to add sensible drinking messages to all its packaging and advertising campaigns in an effort to set an industry trend and ward off a possible government crack down on drinks advertising.
The wine and spirits giant, which boasts Beefeater gin, Malibu, Sauza tequila and Kahlua in its portfolio, has announced that adverts for its recently-launched Tia Lusso cream liqueur brand will urge consumers to drink sensibly.
The advertising campaign, due to break shortly, will carry the message: "You just know. You just know to drink in moderation."
The company added that "social responsibility" messages will eventually accompany the packaging and advertising for its entire portfolio.
A spokesperson for Allied Domecq said: "As a responsible producer of alcohol, we believe that our brand advertising should have a moderate message. Allied Domecq certainly would like to see itself as taking a lead in advertising and it recognises that there are benefits to self-regulation."
Jean Coussins, director of The Portman Group - a trade body set-up to promote sensible drinking - welcomed Allied Domecq's decision.
She said: "Drinks companies have everything to gain by including responsible drinking messages in a stylish way as part of their brand advertising.
"We have our advertising and marketing codes of practice but this is a good example of how it is beneficial to go the extra mile and help to encourage sensible drinking."
However, a spokesperson for Alcohol Concern said the measures did not go far enough and repeated the charity's call for government regulation of the drinks industry.
"Allied Domecq's latest advertising campaign is a positive sign that the drinks industry is beginning to take responsibility for promoting a sensible drinking message.
"Sadly, in this case the message isn't very clear, especially as the campaign suggests drinking in moderation, but doesn't explain what moderate drinking levels are.
"We would like to see such advertising being used as part of a much bigger health awareness campaign run by the government, not the drinks industry."
Related articles:
Allied set to kickstart liqueur category with Tia Maria spin off (29 April 2002)
