Portman Group Issues Alcohol Alternatives Guidance
2024
The Portman Group have launched the first industry-wide Alcohol Alternatives Guidance for packaging and marketing of alcohol alternatives to ensure that they are marketed and sold responsibly to consumers.
An ‘alcohol alternative’ drink is defined as having an ABV of 0.5% or below and may have references to the absence of alcohol on the product or its marketing. In some instances, it may also share branding with an alcoholic drink or have similar packaging.
The guidance stipulates that, as products aimed squarely at adults, steps should be taken to ensure the marketing of alcohol alternatives has no particular appeal to under-18s.
The guidance lays out other suggestions for producers, including:
- Making it clear that the drink is at or below the threshold to be considered an alcoholic drink (0.5% ABV).
- Not associating alcohol with social or sexual success.
- Not using imagery of people who are, or who look as if they are, under 25 years of age.
- Ensuring that the product does not cause serious or widespread offence.
Matt Lambert, the CEO of the Portman Group comments:
“It is clear that consumers are gravitating to alcohol alternatives either as a moderation tool to cut down on their drinking or as part of a healthier lifestyle.”
“Our new guidance aims to help producers be clear and transparent in their marketing ensuring that information is provided to consumers when considering which products to buy.”
The Guidance has been endorsed by the Government. On its publication, Public Health Minister, Dame Andrea Leadsom said:
“I welcome the publication of this marketing guidance for alcohol alternatives, and the commitment of producers to market and sell these products responsibly to adult consumers.”
“I hope this guidance will support producers in increasing availability and visibility of alcohol alternatives for those consumers who want to moderate their alcohol consumption and improve their health.”
The full Guidance, which runs to 26 pages, can be accessed here: https://portmangroup21.wpenginepowered.com/wp-content/uploads/2024/01/Alcohol-Alternatives-Guidance.pdf with a quick read factsheet consisting of 3 pages available here: https://portmangroup21.wpenginepowered.com/wp-content/uploads/2024/01/Quick-Read-Alcohol-Alternatives-Guidance.pdf