The packaging of 500ml cans of Skol Super, a 9% ABV beer produced by Carlsberg UK, have been found to encourage immoderate consumption after a ruling by the Independent Complaints Panel.
The ICP considered the product following a complaint from homelessness charity Thames Reach.
The product packaging was considered under paragraph 3.2(f) (encouraging immoderate consumption) of the Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks.
In reaching its decision, the Panel considered detailed evidence submitted by the producers and oral representations at Panel hearings together with independent consumer opinion research.
The Panel observed that a 500ml can of Skol Super contains 4.5 units of alcohol - 0.5 and 1.5 units more than men's and women's recommended lower risk daily guidelines respectively. Noting the assumption that the quality of the product would degrade quickly once the can was opened, the Panel judged that it would be reasonable to expect that the contents would be consumed by one person in one session. Independent opinion research, carried out by YouGov, commissioned on behalf of the Panel, found that 80% of consumers expected the contents of a 500ml 9% abv can to be consumed by one person in one session, with only 2% saying that the cans could be easily resealed. The Panel ruled that consumers were unlikely to be persuaded by the text shown on the can 'best shared well chilled' to depart from the traditional pattern of consumption: i.e. by one person in one session.
In light of this, The Panel concluded that the product packaging did encourage immoderate consumption and upheld the complaint.
Secretary to the Independent Complaints Panel, Henry Ashworth said:
''It is important that a can's packaging does not encourage immoderate consumption and we advise producers to seek advice from the Portman Group if they are in any doubt."
The Portman Group, which provides the Secretariat to the Independent Complaints Panel, has issued a Retailer Alert Bulletin (RAB), instructing supermarkets, off-licences, convenience stores and other alcohol retailers not to place orders for 500ml cans of 9% ABV Skol Super after 31 March 2015.
