Wells & Young's has withdrawn an advert for its Banana Bread and Waggle Dance beers after a complaint by Hall & Woodhouse was upheld by the Advertising Standards Authority (ASA).
The advert contained the claim "No.1 & No.2 flavoured premium bottled ales" and linked this to a footnote "AC Nielsen 12 weeks to 10 April '08, volume and value sales in total off-trade".
Hall & Woodhouse complained that its flavoured beers, Golden Glory and Golden Champion, outsold the Wells & Young's beers during the specified period and, therefore, the advert was misleading.
The Bedford brewer's response was it considered Golden Glory and Golden Champion should be categorised as "golden" beers — not flavoured beers.
ASA noted that "while the different beers could be categorised as either golden or traditional, all four beers contained a flavoured element by which they could be commonly compared. Because we considered trade buyers and retailers would recognise that all four beers could be commonly compared as flavoured beers, and because the data did not show the advertiser's beers, Waggle Dance and Banana Beer, were number one and number two flavoured premium bottled ales as claimed, we concluded the claim was misleading."