Complaint upheld against Radler Lemon, Grapefruit and Pineapple Beer

A complaint against Radler Lemon, Grapefruit and Pineapple Beer has been upheld by the alcohol industry’s Independent Complaints Panel (ICP).

The complaint, made by a member of the public raised concerns under Code Rule 3.1, that the product did not communicate its alcoholic nature with absolute clarity.

The Panel considered the representations made by the Producer, Vault City Brewing, that there were several positive alcohol cues on the packaging, including the use of the term ‘Radler’ as a well-known type of citrus-based beer, however, the Panel disagreed that this term was well known enough on its own. The Panel considered that the label did include the ABV, and the word beer, but they were not clear enough to counter the rest of the label which included references to fruity flavours and imagery that were given prominence and therefore bore a resemblance to a soft drink.

The side of the can also heavily referenced the fruit flavours over the references to beer and alcohol and while the back label did include the drink’s ABV and a pregnancy warning label, other best practice labels such as the Chief Medical Officers’ Low Risk Drinking guidelines and signposting to Drinkaware were absent.

The Panel heard that there was evidence of consumer confusion where an under-age individual had mistakenly consumed the product and so concluded that the positive alcohol cues that had been included needed to be enhanced and made clearer to mitigate the emphasis on the drink’s fruit flavour, fruit imagery and use of the word ‘Radler’. Accordingly, the Panel upheld the complaint under Code rule 3.1. 

The producer has since changed the packaging to be in line with the Code.

Chair of the Independent Complaints Panel, Rachel Childs, said: “The guidance for Code rule 3.1 states that where there are multiple negative alcohol cues on a drink’s packaging, such as fruit flavours and imagery, a product may then need to work harder to communicate its alcoholic nature and to avoid consumer confusion, which is what we saw in the case against Radler Lemon, Grapefruit and Pineapple Beer.”

A spokesperson for Vault City said: "We take responsible marketing extremely seriously and have never intended to mislead consumers about the alcoholic nature of our products. Radler Lemon, Grapefruit and Pineapple Beer was clearly labelled with its ABV, the word ‘beer’ and other alcohol cues. However, we recognise the importance of making labelling as clear as possible and respect the Panel’s decision. We have updated the packaging in line with their guidance, boldening and emphasising the word ‘beer’. Alcohol should always be stored responsibly and out of the reach of under-18s, and we remain fully committed to meeting the industry’s Code and ensuring our products are enjoyed safely by those legally allowed to do so.”

- Ends-

Notes to editors  

1. A spokesperson is available for interviews upon request.

2. 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.

3. 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.

4. 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.

5. 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;

6. 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;

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

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

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

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