Brewery accused of breaching packaging regulations

Brewery Brewdog has been accused of breaching packaging regulations in independent audit.

Management consultancy PIPC raised concerns after being commissioned by the Portman Group to carry out the work.

Labels on its Rip Tide and Punk IPA beers were seen to incite "anti-social behaviour" thanks to packaging offering a "twisted merciless stout" and an "aggressive beer".

Its Hop Rocker beer was considered to imply the drink could "enhance mental or physical capabilities" since its label described it as a "nourishing food stuff."

Managing director James Watt said the accusation was "a bit silly", accusing the watchdog of taking the "the Nanny State paradigm to a whole new level".

If the brewery refuses to change its packaging within four months, the complaint will pass to the Portman Group's independent complaints panel and, if upheld, retailers will be asked not to stock the beers.

Watt added: "It offends the consumer's intelligence to suggest a label can make people act in a certain way. We're not going to back down, we're going to make a stand for what we believe in," he said.

Michael Thomson, head of communications for The Portman Group confirmed that no decision has been made following the report.

"It's totally reasonable for a company to defend their marketing," he said.