Alcohol Concern complaint about 'slighty saucy' label rejected

A complaint by Alcohol Concern that a 'slightly saucy' drinks' label was sexually suggestive has been thrown out by the Portman Group.

Alcohol Concern complained about a drawing on Wye Valley's Dorothy Goodbody's Wholesome Stout which showed a woman lifting her dress to reveal her thighs. The health body also claimed the drawing hinted at a "lack of undergarments".

But the Portman Group's Independent Complaints Panel decided it did not breach its Code of Practice.

Vernon Amor, managing director of the Hereford brewer, said he was delighted about the verdict.

"It is a relief as this is a big brand for us.

"The complaint was a bit like new Puritanism. There was really nothing wrong with the label at all."

The Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks prevents companies from associating their drinks with sexual success.

But the Independent Complaints Panel accepted the argument of Wye Valley that the label image was intended to capture the spirit of fun and innocence of 1950s rural Herefordshire.

David Poley, Portman Group chief executive, said: "The Independent Complaints Panel accepted that the image was slightly saucy but in the style of an old-fashioned seaside postcard.

"Although the drink's name 'Goodbody' has slight sexual connotations, it also refers to the nature of the drink.

"Overall, the panel decided that because this is just a drawing rather than a real woman, and the sexual connotations are so mild, the drink is not in breach of our code."