Complaint not upheld against Asahi Super Dry beer
A complaint against Asahi’s Super Dry beer has not been upheld by the alcohol industry’s Independent Complaint Panel (ICP). The full decision can be read here.
The complaint, received from a member of the public, raised concerns that the alcoholic nature of the drink was not communicated on its packaging with absolute clarity under Code rule 3.1, in particular that a “zero-like” figure on the front of the packaging may cause consumers to mistake the beer for an alcohol-free product.
The Panel considered whether the figure on the front label could cause consumer confusion as to the drink’s alcoholic nature as raised by the complainant, but the Panel noted that the character was a square, presented as a Kanji character in a wider Japanese context, rather than a circle and therefore considered that the majority of consumers would be unlikely to mistake it as a reference to a drink containing zero alcohol.
The Panel also assessed the front and back label of the drink and noted that there were several instances of positive alcohol cues on the front label. This included references to ‘beer’ and ‘brewing’ several times. The Panel considered the back label and observed further positive alcohol cues such as the word ‘beer’, a responsible drinking message, unit content information and the drink’s alcoholic strength by volume (ABV). After assessing the packaging in its entirety, the Panel considered the product sufficiently communicated its alcoholic nature with absolute clarity and accordingly, did not uphold the complaint.
Chair of the Independent Complaints Panel Rachel Childs said: “While the Panel expressed a degree of sympathy regarding the potential for confusion between alcoholic and non-alcoholic products which share the same branding, in this case they concluded that the product communicated its alcoholic nature with absolute clarity due to a number of positive alcohol cues and as a result did not uphold the complaint.”
For more information contact: dcollingwood@portmangroup.org.uk
Notes to editors
- Images provided
- 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.
- The Portman Group is funded by 19 member and associate member companies: Asahi UK Ltd; Aston Manor Cider; Bacardi; Beam Suntory; Brown-Forman; Budweiser Brewing Group UK&I; Campari; C&C; 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.
- 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.
For more information contact: dcollingwood@portmangroup.org.uk
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