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28th April 2022

Portman Group introduces new training programme specifically for small producers and start-ups

Free training for small producers and three CPD-accredited courses will help ensure alcohol producers market responsibly

The Portman Group, the alcohol social responsibility body and alcohol marketing self-regulator has today launched a free training programme available online for start-ups and small producers with a turnover of £2.5m or less, specifically aimed at helping the craft community to better understand and implement the Code of Practice on Naming, Packaging and Promotion of alcoholic drinks. Additionally, the Portman Group’s suite of Continuing Professional Development (CPD) accredited courses has been revised with three options for anyone with an interest in the alcohol industry.

Last year, the Portman Group Code celebrated its 25th year anniversary and for over 20 years the Portman Group has offered training to ensure that the Code can be best understood and applied by the sector. The updated training will provide the latest information on the Portman Group Codes of Practice, alcohol marketing regulation, and will train participants to approach marketing in a creative and socially responsible way.

The free introductory training session provides an overview of the Portman Group, its remit, the Code rules, the complaints process, and Panel decisions. It is provided in a simple downloadable video accessed on request to the Portman Group.

The three CPD-accredited training courses, which are priced from £50 per person for refresher training up to £150 per person for bespoke training, with discounts for larger groups, are:

  • Code Training designed to provide the foundation for alcohol producers and marketers to gain a broad and thorough understanding of alcohol marketing regulation in the UK.
  • Refresher Training for those who already have an understanding of the Portman Group and the wider regulatory framework of the UK but want to refresh their understanding of the Code through the recent decisions of the Independent Complaints Panel.
  • Bespoke Alcohol Regulation Training tailored to the individual’s needs and can focus on whatever elements are most valuable to the participant such as an in depth look at promotions or sampling information.

In response to the relaunch, Matt Lambert, CEO of the Portman Group, said: “We are delighted to have created a new training programme that is accessible and affordable that supports small producers along with an enhanced range of good value CPD courses. With over 25 years of experience in regulating the marketing for alcoholic drinks in the UK, we are confident that our training options will help producers to promote their products creatively and responsibly.”

To learn more, visit the training page here or contact


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 150 Code signatories from producers, retailers and membership bodies.
  3. The Portman Group is funded by 15 member companies: Asahi UK Ltd; Aston Manor Cider; Bacardi; Brown-Forman; Budweiser Brewing Group UK&I; Campari; C&C; Diageo GB; Heineken UK; Mark Anthony Brands International; Mast-Jäegermeister UK; Molson Coors; Pernod Ricard UK, SHS Drinks and Thatchers’.
  4. The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks was first published in 1996. For over 25 years the Code has sought 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 15 leading members of the industry are currently funding the model for all to be protected at no cost to the public purse.

Press release from Portman Group

For more information contact:

Joseph Meaden,