Brewdog accused of breaking Portman packaging code

The labels on Brewdog's Rip Tide and Punk IPA beers were seen to incite "anti-social behaviour" because they described the beers as a "twisted merciless stout" and an "aggressive beer".

The label on Brewdog's Hop Rocker was considered to imply that the beer could enhance mental or physical capabilities because it was described as "nourishing food stuff".

Brewdog managing director James Watt said the claim was "a bit silly" and accused the alcohol watchdog of taking the "insanity of the Nanny State paradigm to a whole new level".

"We are not going to cure society [of alcoholism] by taking the words on labels completely out of context," he said.

If Brewdog does not change the labels within four months, the case will be forwarded to the Portman Group's independent complaints panel. If upheld, retailers will be advised not to stock the beers.

Portman Group head of communications Michael Thomson said no decision had yet been made following PIPC's report.

The code of practice prohibits packaging that incites consumers to drink quickly or unduly emphasises a drink's alcohol content. There must also be no association with illegal drugs, sexual success, bravado or violence.

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