Complaint against Skinny Lager upheld

The alcohol industry’s Independent Complaints Panel has upheld a complaint against Skinny Brands’ Skinny Lager 4 pack 330ml bottles. The complaint was made by Zenith Global Commercial Ltd, as part of the Portman Group’s independent proactive audit of the UK market^[1]. Read the full decision here.

The complainant was concerned that the product name and fitness illustrations on the secondary packaging of the pack of four 330ml bottles suggested that the product supported a healthy lifestyle and weight loss.

The Panel considered the complaint under Code Rule 3.2(j), whereby a drink and its packaging should not in any direct or indirect way suggest that the product has therapeutic qualities, can enhance mental or physical capabilities, or change mood or behaviour.

The Panel considered the name ‘Skinny’ and concluded that the name on its own did not breach the Code as it was being used to refer to the drink’s reduced energy content and did not make an implied health claim. However, when considering the product’s overall impression, the Panel considered that the name, combined with the sporting imagery, went beyond factually communicating a reduced energy claim. This interpretation was compounded by the clear and direct link to consumption of the drink, which created a clear relationship between physical exercise, weight maintenance and consumption of the beer.

Therefore, the Panel concluded that the name ‘Skinny’, when presented alongside multiple depictions of fitness activities, reinforced the perception that the drink could support and aid a healthier lifestyle. Taking the above points into account, the Panel upheld the complaint.

The producer is working with the Portman Group’s Advisory Service to amend the packaging.

Chair of the Independent Complaints Panel, Rachel Childs, said: “Creating an association between sport and alcohol is not inherently problematic but there must be no suggestion that alcohol can enhance a consumer’s physical capabilities or aid weight loss.”

CEO of SkinnyBrands, Adrian Hirst said: “We accept the panel’s viewpoint on our sporting illustrations and will update our packaging to reflect the decision. We are pleased that the panel considered the name ‘Skinny’ and concluded that the name on its own did not breach the Code as it was being used to refer to Skinny Lager’s reduced energy content which is an allowable nutrition claim.”

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For more information contact: katie.coakes@portmangroup.org.uk

Notes to editors  

1. Images provided

2. A spokesperson is available for interviews upon request.

3. The Portman Group was formed in 1989. It is the alcohol industry regulator and social responsibility body. It has over 160 Code signatories from producers, retailers and membership bodies.

4. The Portman Group is funded by 20 member and associate member companies: Asahi UK Ltd, Aston Manor Cider, Bacardi, Beam Suntory, Brown-Forman, Budweiser Brewing Group UK&I, Campari, C&C, Coca-Cola GB, Diageo GB, Edrington UK,  Heineken UK, Mark Anthony Brands International, Mast-Jäegermeister UK, Molson Coors Beverage Company, Pernod Ricard UK, Punch Pubs & Co, SHS Drinks, Thatchers, and Treasury Wine Estates.

5. The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks was first published in 1996. In 2021, we celebrated the 25th anniversary of the Code. The Code seeks to ensure that alcohol is promoted in a socially responsible way, only to those aged 18 and over, and in a way that does not appeal particularly to those who are vulnerable. The Code has helped create an industry that works effectively within the context of a self-regulatory model, while encouraging design, innovation and creativity. This has been done in an effective, responsive and inexpensive way.

   • Effectively – over 170 products have been amended or removed from the market. Many hundreds more have been helped to adhere to the Code before appearing on shelves through the support of the Advisory Service;

   • Responsively – there have been five updates to the Code over 25 years responding to changes in public attitudes and expanding its reach; all without recourse to Government or Parliamentary time;

   •  Inexpensively – the leading members of the industry are currently funding the model for all to be protected at no cost to the public purse.

6. To find out more about the independent proactive audit of the Naming and Packaging of Alcoholic Drinks Code, Sixth Edition Amended visit our website.

^[1] Part of the independent proactive audit of the Naming and Packaging of Alcoholic Drinks Code, Sixth Edition Amended

For more information contact: katie.coakes@portmangroup.org.uk

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