A recent complaint from the Metropolitan Police about Mikkeller’s American Dream beer was not upheld by the Independent Complaints Panel (ICP), which considers complaints based on the Portman Group’s Codes of Practice.
Met Police raised concerns on the labelling of the drink, saying that its packaging is in the potential breach of the rule prohibiting particular appeal to under-18. The ICP also reviewed the product under the rule which states that the alcoholic nature of a drink should be communicated with absolute clarity.
In its response to the complaint, the company stated that there were several cues on the packaging that indicated the alcoholic nature of the product. It also added that the product had never been targeted at under-18s through its packaging, promotional material or any other activity.
The ICP concluded that the artwork on the pack was unlikely to hold particular appeal to under 18s and the overall impression conveyed by the can made it clear that it was alcoholic. However, the panel noted that the can complied only with minimum legal requirements and could do more to improve its labelling by including the ABV on the front of the can.
“After careful consideration, the ICP concluded that American Dream did not contravene any of the Code’s rules,” Nicola Williams, chair of the ICP, commented.
“The packaging, due to its muted colours and abstract look, did not appeal to children and the alcoholic content was signalled via a number of important labelling details. It is an example of how craft beers can use interesting and creative artwork to be distinctive on the shelf without inadvertently appealing to under aged audiences.”
