Diageo promotional countertop causes a stir

THE Independent Complaints Panel found leading alcoholic beverages company Diageo breached marketing code of practice in its promotional countertop unit.

The panel said that the promotion violated Paragraph 3.2(f) of the Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, which prohibits any encouragement of illegal, irresponsible or immoderate consumption. It argued that the colourful design and "mix it up tonight" message on the countertop unit might encourage consumers to drink more in just one sitting.

The complaint was filed by Northampton Borough Licensing Team, which claimed that the product was designed to boost “impulse sales” in convenience stores.

"Mix it up tonight" message on Diageo's countertop breaches marketing rules 

Independent Complaints Panel secretary Henry Ashworth encouraged producers to consult their Code Advisory Service to ensure adherence to industry standards.

The Panel did not, however, take any remedial action on Diageo. The company had redesigned the countertop unit and removed the “mix it up tonight” message even before the complaint was made.

The complaint regarding the appeal of the product to under-18s was not upheld either. Diageo countered that the product did not display any features that could appeal to children.