Portman Group issues ban on ‘Premium Strong Beer’ brand

Retailers across the UK have been asked to withdraw orders for OJ Premium Strong Beer after the Portman Group upheld a complaint that the brand placed undue emphasis on its strength and encouraged immoderate drinking. The Retailer Alert Bulletin, the first since 2023, will take effect from 15 December 2025.

The challenge was raised by Zenith Global Commercial Ltd during an audit of the UK market, concerning Liquor Zaar’s 8.5% abv OJ Premium Strong Beer, which allegedly breached two sections of the industry’s Code of Practice.

The Independent Complaints Panel ruled that the packaging gave excessive focus to alcoholic strength, in breach of Code rule 3.2(a). It also judged that the 4.4 units contained in a single, non-resealable can indirectly encouraged excessive drinking, breaching Code rule 3.2(f).

The can, which features an athletically built cartoon figure, was also assessed under Code rule 3.2(j), which prevents linking alcohol to physical performance. However, the Panel concluded there was no sufficient connection between the imagery and claims of enhanced capability.

Company failed to engage

Panel chair Rachel Childs said: “Despite being given several opportunities to submit a response to the Panel about this complaint, the company did not respond to any correspondence relating to this matter. It is unacceptable for an alcoholic product to market its higher alcoholic strength as the primary reason for purchase, particularly when it was also found to encourage immoderate consumption.”

She added that the Panel expressed “significant concern” about the product’s presentation, which was judged to be lacking in social responsibility.

Portman Group reiterates enforcement

Matt Lambert, chief executive of the Portman Group, commented: “This is the first Retailer Alert Bulletin the Portman Group has issued since 2023. It is particularly disappointing that the producer refused to engage with the process or take advice from our free advisory service. The Portman Group will not hesitate to enforce the Panel’s decision and request that all responsible retailers across the UK stop placing orders for O.J Premium Strong Beer after 15 December 2025.”

He advised retailers with concerns about the application of the Retailer Alert Bulletin to contact the Complaints Team for clarification.

What a Retailer Alert Bulletin means

A Retailer Alert Bulletin is issued when a company declines to comply with an upheld complaint, requiring that retailers stop ordering the product within three months of publication. In this case, orders for OJ Premium Strong Beer must cease after 15 December 2025.

Earlier this year, as reported by the drinks business, the Portman Group commissioned its first standalone proactive audit into responsible alcohol marketing. Independent auditor Zenith Global is assessing 500 alcoholic drinks across Great Britain against the Naming and Packaging Code of Practice, first introduced in 1996.

The project is designed to provide a statistically representative snapshot of the market and will generate two reports, with results due in the autumn of 2025. Any products that move into a formal complaints process will be considered by the Independent Complaints Panel, with decisions published in full.

Matt Lambert, chief executive of the Portman Group, said: “We know that the vast majority of the alcohol industry is responsible, so we are confident that the results of this audit will show high levels of compliance across the market with our Code of Practice and enable us to proactively address any products which do not respect the code.”

The audit will now run every two years as part of the regulator’s strategy to reinforce the self-regulatory system. The Portman Group, which is funded by 20 member and associate member companies including Asahi UK, Diageo GB, Heineken UK, Pernod Ricard UK and Treasury Wine Estates, said the initiative will demonstrate the continuing effectiveness of its model.

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