Beverage alcohol producer Diageo is under the scanner of the Independent Complaints Panel for breaching marketing rules by featuring a colourful design on their promotional countertop unit.
The Northampton Borough Licensing Team said in their complaint that the product had been 'designed to drive 'impulse sales' in convenience stores.
Another concern that the licensing team raised was that product was designed to be placed on counter tops and was suggested as a more profitable alternative to other impulse purchases like confectionary. The group felt that the colourful display placed in the area would make it more attractive to children.
In a statement, the panel said that the product's message 'mix it up tonight' was ambiguous and could encourage consumers to drink several bottles at one go.
Owing to this, the panel said that it found 'that the promotion contravened Paragraph 3.2(f) of the Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, which prohibits any encouragement of illegal, irresponsible or immoderate consumption.'
However, the panel also noted that the company has redesigned its product to omit the message and that no further remedial action was required.
Independent Complaints Panel secretary Henry Ashworth said: "Caution should be exercised when it comes to messaging on packaging and promotions - particularly where more than one variety of alcohol is on sale from the same point.
"I would encourage all producers to consult our free and confidential Code Advisory Service if in any doubt whether their products adhere to industry standards."
Regarding the complaint of the appeal of the product to under-18s, the company referred to the Portman Group guidance and said that the product did not display any feature which could appeal to children. The panel further noted that the colour of the unit alone would not be sufficient to breach Paragraph 3.2(h) of the code.
