Retail Alert Bulletin issued against O.J Premium Strong Beer

Retailers have been asked by The Portman Group to stop placing orders for Liquor Zaar’s O.J Premium Strong Beer after the 15 December 2025, after the Independent Complaints Panel (Panel) found that the product placed undue emphasis on its  higher alcoholic strength, and that that the packaging, which contained more than 4 units of alcohol, indirectly encouraged immoderate consumption.

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 about potential Code breaches of Code Rule 3.2 (a), which states that a drink should not give higher alcoholic strength, or intoxicating effect, undue emphasis, and Code Rule 3.2 (f), whereby a drink should not encourage illegal, irresponsible or immoderate consumption.

In addition the Panel considered whether the cartoon image of an athletically built man with large muscular biceps could suggest that the drink could enhance physical capabilities, which would have been a breach of Code Rule 3.2 (j)  but concluded there was nothing on the packaging to sufficiently link the image to consumption of the drink and this part of the complaint was not upheld.

A copy of the full decision is available here.

The Panel noted that whilst it was important to ensure a drink’s strength was communicated factually, the higher strength should not be unduly emphasised. The Panel considered that the combination of multiple strength cues, including disproportionately large fonts and repeated overt presentation of the drink’s ABV, alongside imagery representing physical strength, placed undue emphasis on the drink’s higher alcoholic strength. In this case, the Panel noted that some consumers would be particularly vulnerable to marketing where the higher alcoholic strength of a drink was presented as a virtue and expressed significant concern regarding its presentation. Accordingly, the complaint was upheld under Code Rule 3.2(a).

Looking at whether the drink encouraged irresponsible or immoderate consumption, the Panel noted that as the product contained 4.4 units of alcohol in a single serve, non-resealable container, mitigating factors such as a ‘share’ message or per serve information should have been included on the packaging. In the absence of this information, the Panel considered that the packaging indirectly encouraged immoderate consumption, as such, the complaint was upheld under Code rule 3.2(f).

Chair of the Independent Complaints Panel, Rachel Childs, said: “Despite being given several opportunities to submit a response to the Panel about this complaint, the company did not respond to any correspondence relating to this matter. It is unacceptable for an alcoholic product to market its higher alcoholic strength as the primary reason for purchase, particularly when it was also found to encourage immoderate consumption. The Code is explicitly clear that alcohol marketing should not particularly appeal to those who are vulnerable. During consideration, the Panel expressed significant concern about the packaging of O.J Premium Strong Beer and concluded that it had not been marketed in a socially responsible manner.”

Matt Lambert, Chief Executive of the Portman Group, said: “This is the first Retailer Alert Bulletin (RAB) the Portman Group has issued since 2023. It is particularly disappointing that the producer refused to engage with the process or take advice from our free advisory service.  The Portman Group will not hesitate to enforce the Panel’s decision and request that all responsible retailers across the UK stop placing orders for O.J Premium Strong Beer after the 15 December 2025. If any retailer is unsure about the RAB’s application, please contact the Complaints Team for further information.”

A Retailer Alert Bulletin is only issued by the Portman Group following an upheld complaint by the Panel where the producer chooses not to comply with the decision. A RAB requests that retailers cease placing orders for the product three months after the publication date, in this case after the 15 December 2025. For further information please contact complaints@portmangroup.org.uk.

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Notes to editors  

1. Images provided

2. A spokesperson is available for interviews upon request.

3. The Retailer Alert Bulletin is available here

4. 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.

5. 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.

6. 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.

7. 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;

8. 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;

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

10. 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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