Retailers have been asked to stop placing orders for Bearded Brewery’s Unshaven Maiden, after it was found to have an indirect association with sexual activity and causing widespread offence. A copy of the full decision is available here.
The complaint was upheld by the Portman Group’s Independent Complaints Panel, resulting in the most severe sanction as a result of the producer’s failure to comply.
This release confirms recent reports surrounding the Panel’s provisional decision which was unfortunately pre-announced and leaked by the producer to the media.
The Panel considered the imagery on the label which showed a prominent, partially nude, bearded mermaid figurehead. The Panel noted that ‘maiden’ could relate to a virgin or an unmarried young woman and when considered alongside the tagline “search for the cherry’d treasure”, reinforced the innuendo linking to virginity. For these reasons, the Panel concluded that the product had an indirect association with sexual activity and upheld the complaint under Code rule 3.2(d).
The Panel also noted there was undue focus on the mermaid’s body which objectified the character and, to a certain extent, women more broadly. The Panel expressed concern surrounding the tagline which, combined with the image of the mermaid, resulted in sexual objectification. The Panel, therefore, concluded that the overall impression of the packaging was likely to cause widespread offence and upheld the complaint under Code rule 3.3.
A Retailer Alert Bulletin (RAB) is only issued by the Portman Group following an upheld complaint by the Panel and when the producer chooses not to comply with that decision. A RAB requests that retailers cease placing orders for the product three months after the publication date and informs wider groups about the Panel decision.
Commenting on the decision, the Chair of the Independent Complaints Panel, Nicola Williams, said: “It was clear that this product was damaging – promoting sexual stereotypes, in this way is out of place with modern-day societal values. Producers all have a duty to consider how their products will be perceived, not only by their local community but the wider UK market in which the products are sold. I hope Bearded Brewery takes note of the reasons outlined by the Panel for why this product clearly infringed the two Code rules in question.”
-ENDS-
For more information contact:
Nicola Bates
Mobile: 07730 525 701
Notes to editors
- Images provided
- The Portman Group’s response surrounding recent reports of the provisional decision regarding this product can be found here.
- A spokesperson is available for interviews upon request.
- 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 17 member companies: Asahi UK Ltd; Aston Manor Cider; Bacardi; 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; 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:
Nicola Bates
Mobile: 07730 525 701