‘Wonky’ Willy’s Cider complaint rejected

Complaints that a “wonky barn” cartoon character on a bottle of “Willy’s” cider breached alcohol marketing rules by appealing to children and referencing male sexual organs have been dismissed by the Portman Group’s Independent Complaints Panel (ICP).

WillysCider

A member of the public submitted a complaint to the ICP after taking offence to the label for Willy’s Cider, produced by Chase Distillery, claiming it was in breach of packaging codes as it made reference to male sexual organs.

Furthermore, the complainant said the reference to a “Wonky Barn” and the use of a cartoon character could appeal to children by alluding to “Willy Wonka’s Chocolate factory”.

Today, the ICP ruled that the brand was not in breach of alcohol marketing rules on sexual activity or on appealing to children.

Responding to the complaint, Chase Distillery explained that “Willy’s” referred to their founder, William Chase, and that the “Wonky Barn” cartoon label detail was a reference to the barn at the founder’s home, where the cider was originally produced.

The panel noted that the founder was named William and that the cider had been named after him. It also said there was nothing on the packaging that played to any sexual connotation. While the label did feature a small cartoon-like image of a farmer, the panel said it “far from dominated the front label and the words ‘Wonky Barn’ did not feature prominently.”

Henry Ashworth, secretary to the Independent Complaints Panel, said: “It is vital that alcohol is not marketed through association with sexual activity or sexual success, and alcohol must certainly not appeal to children. This product did not breach those rules and therefore the complaint was not upheld.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Marketing Manager

Amathus Drinks Plc
London, UK

Partner Manager - Managed On-Trade

Maverick Drinks
London, UK

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

Head of Sales

IWSC
London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

Buyer - Spain & South America

Enotria&Coe
London, UK

Events Sales Manager

Enotria&Coe
Field based - London or surrounding area

IBWSS China

Shanghai,China
5th Nov 2018

Exploring Beaujolais Wines Across The Years & Appellations

Manchester,United Kingdom
6th Nov 2018

Pink Rosé Festival

Cannes,France
7th Feb 2019
Click to view more

Green Awards 2018

Deadline : 19th October 2018

Rioja Masters 2018

Deadline : 26th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more