Portman Group clears Corona Extra over Ibiza promotion

By Adam Pescod

- Last updated on GMT

Related tags Corona extra Portman group Molson coors brewing company

Ruling: Corona Extra promotion didn't encourage excessive drinking
Ruling: Corona Extra promotion didn't encourage excessive drinking
A Corona Extra beer promotion to win a trip to Ibiza did not encourage excessive consumption according to the latest ruling by the Portman Group’s Independent Complaints Panel.

Corona Extra, owned by Molson Coors Brewing Company UK, ran an on-trade competition in which entrants had to purchase a bucket of five Corona Extras.

Each bucket had a unique code to text in for an instant prize or chance to win a trip to Ibiza for four people. The complainant, a member of the public, considered that asking someone to purchase five bottles in one session went against responsible drinking guidelines.

Molson Coors explained that all of the consumer-facing point-of-sale material made clear that the bucket of Corona was intended for sharing.

The fact that the holiday prize was for the individual entrant and three friends reinforced the ‘share’ message. They pointed out that consumers were only allowed to enter twice in a day.In considering the complaint, the Panel considered that the point-of-sale material made it very clear that the bucket of five Coronas was for shared consumption.

The Panel also noted that that the company had made regular use of the Portman Group Advisory Service and seemed to have taken on board most of the advice given.

David Poley, chief executive of the Portman Group, said: “It is important when running multi-purchase on-trade promotions that companies contact the Portman Group for advice.

"It enables companies to identify any possible issues under the alcohol responsibility Code and to address them before launch.

"Molson Coors sought advice from our Code Advisory Service and took a number of steps to ensure that the promotion did not encourage immoderate consumption.”

The Panel ruled that no action will be required from the company.

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