Complaint not upheld against Lervig’s House Party IPA

A complaint against Lervig’s House Party IPA has not been upheld by the alcohol industry’s Independent Complaints Panel (ICP), the full decision can be read here.

The complaint, made by Zenith Global Commercial Ltd, as part of the Portman Group’s independent proactive audit of the UK market^[1], raised concerns under Code Rule 3.2(h), whereby a drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.

After a provisional decision by the Panel to uphold the complaint, the producer appealed on the grounds that the name House Party did not create an automatic association with under-18s, that the packaging did not include the normal touchstones of youth marketing, and that the phrase ‘house party’ appeared in countless adult contexts. The design was intentionally abstract and did not include any of the fonts or imagery that would normally appeal to under-18s.

The Panel acknowledged that the name ‘House Party’, alongside an abstract depiction of a chaotic and wild house party, would have a certain amount of appeal to a teenage age group but agreed that the concept would also strongly resonate with a younger adult demographic.  This, alongside an abstract, stylised design with a limited colour palette with a simplistic font, meant the Panel concluded that the packaging did not have a particular appeal to under-18s.  Accordingly, the Panel did not uphold the complaint under Code rule 3.2(h).

Chair of the Independent Complaints Panel, Rachel Childs, said: “It is very unusual that the Panel overturn a provisional decision, however, this case shows the benefits of producers engaging with the complaints process and with the Panel. This also shows the importance of our two-step process in ensuring we have considered and fully discussed all factors before making a full and final decision.”

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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 170 Code signatories from producers, retailers and membership bodies.

4. The Portman Group is funded by 21 member and associate member companies: Asahi UK Ltd, Aston Manor Cider, Bacardi, Suntory Global, Brown-Forman, Budweiser Brewing Group UK&I, Campari, C&C, Coca-Cola GB, Diageo GB, Edrington UK,  Heineken UK, Lucky Saint, 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.

6. 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;

7. 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;

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

9. 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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