The Portman Group has launched the first industry-wide and freely available Alcohol Alternatives Guidance for packaging and marketing to help producers ensure alcohol alternative products are marketed and sold responsibly to consumers.
The trade group’s Advisory Service will now also offer free advice to producers launching products in the category and training to the industry.
An ‘alcohol alternative’ drink is defined as having an ABV of 0.5% or below and may have references to the absence of alcohol on the product and in its marketing. It may also share branding with an alcoholic drink or have similar packaging.
The new principles for responsible marketing best practice stipulate that, as products aimed squarely at adults, steps should be taken to ensure that the marketing of alcohol alternatives has no particular appeal to under-18s.
Marketing which shows people driving, playing sport, or taking part in risky activities after they’ve consumed an alcohol alternative product should make it clear they have consumed the alcohol alternative, and that the intention is to show a wider range of choice for consumers.
On a precautionary best practice basis, the guidance recommends that marketing does not depict, or reference in copy, an alcohol alternative being consumed during pregnancy.
The guidance also lays out five other suggestions for producers, including:
- Making clear that the drink is at or below the threshold to be considered an alcoholic drink (0.5% ABV);
- Not associating alcohol with social or sexual success;
- No images of people who are, or look as if they are, under 25 years of age;
- And the product should not cause serious or widespread offence.
The guidance comes as new YouGov research commissioned by the Portman Group found that over a third (35%) of alcohol drinkers now consider themselves an occasional or regular drinker of alcohol alternatives – rising to close to half (44%) of 18-24 year olds. Furthermore, almost a quarter (23%) of UK drinkers have seen their alcohol consumption fall as a result of low and no alcohol products.
Matt Lambert, CEO of the Portman Group, said: “As evidenced by our research, alcohol alternatives have seen a huge increase in popularity in recent years, and the Portman Group has responded by creating new marketing principles to help producers market these products responsibly.
“It is clear that consumers are gravitating to alcohol alternatives either as a moderation tool to cut down on their drinking or as part of a healthier lifestyle. Our new guidance aims to help producers be clear and transparent in their marketing, ensuring that information is provided to consumers when considering which products to buy.”
