Kestrel Super Lager found to breach Portman code

Portman Group chief executive David Poley said its independent complaints panel decided that Kestrel Super contravened the code because its strength was a dominant theme of its marketing.

The packaging alluded to the drink’s strength in several places and this impression was reinforced by the “prominent, stern image of a kestrel” on the can front.

Wells & Young has agreed to amend the cans.

“While panel members appreciated Thames Reach’s concerns, they decided that restricting container size would be inappropriate and liable to lead to inconsistencies,” added Poley.

“The phrasing of the government’s sensible drinking advice also raises questions over the rationality of treating four units as a strict threshold.”

The panel also expressed doubt over whether they could make a reasonable distinction between cans of strong lager and bottles of cider and wine which also contain a high number of units and are not easily resealable.

The Portman Group’s code of practice applies to repackaged alcoholic drinks and the promotional activities of drinks producers and prohibits the marketing of alcoholic drinks to under-18s; its alcoholic strength should not be dominant; it must not encourage down-in-one drinking; and there must be no association with illegal drugs, bravado, aggression or anti-social behaviour.

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