Mikkeller redesigns Side Eyes Pale Ale after label found appealing to children

Danish brewer Mikkeller said it has redesigned its Side Eyes Pale Ale label after the Independent Complaints Panel of the Portman Group, the alcohol industry’s self-regulatory body, has upheld a complaint against the drink.

The complaint was made by the Metropolitan Police who contended that the alcoholic nature of the drink is not communicated on its packaging with absolute clarity and the drink’s packaging has a particular appeal to under-18s.

The Panel did not upheld the former complaint, saying the cues on the can, including the large descriptor ‘pale ale’ and the product’s ABV, clearly communicated its alcoholic nature.

However, with respect to the issue of appeal to under-18s, the Panel considered the artwork on the can to be cartoon-like and reminiscent of Minecraft. The artwork used bold lines with bright primary contrast colours and added to the impression that the artwork appeared immature.

The Panel also stated that the inclusion of more than one character contributed to the overall impression that the illustration was childish in its appearance.

“While innovative design is to be encouraged it is imperative that imagery does not have a particular appeal to under-18s. It is 25 years since the Code of Practice was adopted by the sector, and from the outset at its core is the principle that alcohol should only appeal to adults, which is why it is incumbent on producers to take the greatest care when innovating with an illustrative style,” Nicola Williams, the chair of the Panel, commented.

The company stated that in the future it would endeavour to carry out its own internal due diligence and work with the Portman Group’s Advisory Service, when necessary, prior to launching any new products on the market.

“It has of course never been the intention to make Side Eyes appealing to under 18s and Side Eyes has never been targeted at under 18s. We have now implemented a re-design of the label so that is clear to all,” Mikkeller said.

Metropolitan Police said they are pleased with the outcome of the Portman Group’s investigation. “We hope by taking this type of action, and by working in partnership with the Portman Group we can help prevent the appeal of alcohol to under 18s,” it commented.