Portman Group strikes again

The Portman Group, an industry-funded alcohol marketing watchdog in Scotland that has a history of attacking craft brewers, is once again going after BrewDog:

The Tokyo* beer sparked a furore when it was launched with an 18.2% alcohol content this summer, with health campaigners condemning the brewery which produces it as “irresponsible”.

Drinks watchdog the Portman Group investigated after complaints about the wording on the label.

The message on the Tokyo* bottle’s label and website reads: “Everything in moderation, including moderation itself. What logically follows is that you must, from time to time, have excess. This beer is for those times.”

The Portman Group’s independent complaints panel agreed this advocated excessive consumption and was “particularly unwise in the context of a product that contained six units of alcohol in a single 330ml bottle”.

Given the price and depth of flavor of the beer, it’s very unlikely that many people are using it to binge. On the other hand, Portman’s doing a great job bringing international attention to BrewDog’s offerings through news articles like this one. Nice work, Portman!

[Via ColdMud.]


1 thought on “Portman Group strikes again”

  1. Brewdog have already followed up Tokyo – they brought out a beer at 0.5% ABV called Nanny State and followed that with Tactical Nuclear Penguin which sits at a world record 32%ABV.

    There doesn’t seem to be a middle ground in reactions to alcohol in Scotland. It’s either the economic lifeblood of the nation (or was until Diageo pulled Johnnie Walker production out of Kilmarnock and apparently doomed the entire economy) or it’s a terrible social ill which can only be tackled through rampant taxation and a big pile of legislation.

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