Company: Brewdog Ltd
Breach: No
Final Decision: 23 December 2008
Considered under the 4th Edition of the Code.
Complainant
PIPC (following audit of Code compliance)
Complaint Summary
“This product is described on the label as an “aggressive beer” thus associating its consumption with anti-social behaviour.”
Decision
Under Code paragraph 3.2(b)
A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous or anti-social behaviour (though sponsorship of activities which may be dangerous after alcohol consumption, such as motor racing or yachting, is not in itself in breach of this clause).
NOT UPHELD
The company’s submission
The company claimed that the phrase “this is an aggressive beer” described a flavour characteristic of the product, i.e. a dry bitterness which was aggressive on the pallet.
The Panel’s assessment
The Panel considered that when the phrase was read in context it was clear that it referred to the taste of the product. The Panel accordingly did not find the product’s packaging to be in breach of the spirit of the Code.
Action by Company
None required.