A complaint against six Beak Brewery products has been upheld by the alcohol industry’s Independent Complaints Panel (ICP).
The complaint, from a member of the public, expressed concern that the bright, cartoon branding on Beak Brewery products may have particular appeal to under-18s, under Code rule 3.2(h).
The Panel considered ten products under the Code in total and upheld complaints against six products and a gift pack. The complaint was not upheld against three products.
The list of decisions can be found below:
BEAK DÉŠŤ 5% CZECH PILS
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
The full decision can be read here.
BEAK FRENDS 8% DIPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
The full decision can be read here.
BEAK ILLU 6.5% IPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 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, anti-social or illegal behaviour.
The full decision can be read here.
SURPS 8% DIPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 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, anti-social or illegal behaviour.
The full decision can be read here.
COLUMNS 6.5% IPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
The full decision can be read here.
CREEKS 6.3% BRIGHT IPA
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
The full decision can be read here.
BEAK GIFT PACK
Upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
The full decision can be read here.
HUM 4.8% PALE
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 3.2(f) A drink, its packaging and any promotional material or activity should not in any direct or indirect way encourage illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking or drunkenness.
Not upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
The full decision can be read here.
BEAK NONIC 8% DIPA
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
The full decision can be read here.
BEAK AND THE RED LEVIATHAN 6.8% SOUR ALE
Not upheld – 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.
Not upheld – 3.2(a) A drink, its packaging and any promotional material or activity should not in any direct or indirect way give the higher alcoholic strength, or intoxicating effect, undue emphasis.
Not upheld – 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.
Not upheld – 3.2(j) A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest that the product has therapeutic qualities, can enhance mental or physical capabilities, or change mood or behaviour.
The full decision can be read here.
The producer has agreed to make changes to DÉŠŤ 5% Czech Pils to bring it in line with the Code and that the other products, which were limited edition, will not be rereleased.
Chair of the ICP Rachel Childs said: “The Code of Practice is clear that alcoholic drinks and their packaging should not in any direct or indirect way have a particular appeal to under-18’s. While it was clear that the producer did not intend to market the drinks to under-18s, the Panel found that several products breached the Code in this respect following a complaint from a member of the public. It’s really positive that the producer in this case has engaged fully with the Portman Group Advisory service and agreed to make the necessary amendments to the packaging to bring it in line with the Code.”
A Beak Brewery spokesperson added: “Earlier this year, a member of the public objected to a series of our labels, which they believed could inadvertently appeal to under-18s. We were very surprised to hear this as it’s the first such complaint we’ve received in almost a decade of operation. Fortunately, just one core beer, Dest Pils, was affected and we’re now working closely with The Portman Group to bring this design in line with the group’s labelling policy.
“Over all, it’s been a positive learning experience for us and we’re looking forward to working more closely with the group’s advisory service over the coming years.”