The Portnam Group is a drinks industry panel which investigates complaints about the marketing of alcoholic drinks. The latest
A complaint about the packaging of Old English Gin promoting excessive drinking has not been upheld by the Independent Complaints Panel (Panel).
The complainant believed that due to the fact that the product is sealed with a wine-style cork it is less practical than a more usual spirit closure --.and will encourage purchasers to drink the bottle more quickly than they would otherwise
The Panel were presented with the bottle of Old English Gin sealed to gauge if it could be opened easily. The Panel proceeded to open the bottle and reseal it with the cork. Whilst disappointed with the Company's short response, the Panel found that the
bottle was straightforward to reseal; with the brand name etched upside down on the cork so that when it was inserted into the neck the writing on the cork was the right-way up. The Panel noted this design feature and that the product was unlikely to
deteriorate quickly and therefore would not encourage consumers to drink the product more quickly. The Panel therefore concluded that the product did not breach the Code.