Super-strength lagers let off the hook

A homeless charity's complaint that cans of super-strength lager encourage irresponsible drinking has been rejected by an independent panel.

Thames Reach complained to the Portman Group that 500ml cans of Skol Super, Kestrel Super, Carlsberg Special Brew and Tennent's Super encourage "immoderate consumption and drunkenness".

All the drinks contain 4.5 units of alcohol. Government guidelines say men should not regularly exceed three to four units a day and women two to three units.

But the Portman Group's Independent Complaints Panel, chaired by Sir Richard Tilt, former director general of the Prison Service, interpreted the government's sensible drinking advice as guidelines, rather than strict limits.

It also doubted if it could make a "reasonable and objective distinction" between cans of strong lager and bottles of cider and wine, which also "contain a high number of units and are not easily re-sealable".

However, the panel did find Kestrel Super, owned by Wells and Young's Brewing Company, in breach of the code because the strength of the drink was considered to be a "dominant theme of its marketing".

Wells and Young's has agreed to amend its packaging.

InBev informed the panel it has already announced that it is to discontinue Tennent's Super in 500ml cans, moving to 440ml cans instead.

David Poley, chief executive of the Portman Group, said: "While panel members appreciated Thames Reach's concerns, they decided that restricting container size would be inappropriate and liable to lead to inconsistencies.

"The phrasing of the government's sensible drinking advice raises questions over the rationality of treating four units as a strict threshold."

On Kestrel super, Poley said: "The packaging alludes to the drink's strength in several places and this impression is re-inforced by the prominent image of the kestrel."

The Portman Group's member companies are: Bacardi-Martini, Beverage Brands, Brown-Forman; Carlsberg UK; Coors Brewers; Diageo; Inbev UK; Pernod Ricard UK; and Scottish & Newcastle.

To read the full complaints decisions on the Portman Group's website visit : http://www.portmangroup.org.uk/?pid=25&level=2