Fruit wine brand to be redesigned after breaching Portman Group code

Kingsland’s fruit wine brand, Mr Gladstone’s Curious Emporium, has fallen foul of industry watchdog the Portman Group for not clearly labelling itself as alcoholic and appealing to children.

A member of the public complained to the industry-funded group, arguing the brand was not obviously alcoholic and was reminiscent of a popular children’s character, Mr Magorium from the film Mr Magorium’s Wonder Emporium.

The complainant also said it was themed around a sweet shop and was therefore likely to appeal to under-18s.

The Portman Group’s Independent Complaints Panel analysed the case and threw out claims that Mr Gladstone resembled Mr Magorium.

But it did say the abv label was difficult to read on the shiny background and that the sweet shop context would appeal to under-18s.

It ultimately ruled that the brand breached its code under rules 3.1 and 3.2. Kingsland has responded by agreeing to change the packaging.

Kay Perry, secretary to the Independent Complaints Panel, said: “Alcohol producers must ensure their products are clearly labelled as containing alcohol, and should avoid themes that may be enticing to young people.

“If a producer is unsure, the Portman Group Advisory Service is free and confidential. We are pleased that the producer has worked with the Advisory Service and agreed changes to the product packaging.

The Portman Group is funded by nine alcoholic drinks producers: AB InBev UK; Bacardi Brown-Forman Brands UK; SHS Drinks; Carlsberg UK; Diageo GB; Heineken UK; Molson Coors Brewing Company UK; Pernod Ricard UK; and Mast-Jäegermeister UK.

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