Tuesday March 8, 2005
For the first time, Distilled Spirits Council of the United States (DISCUS) launched a public report revealing 15 complains filed against specific spirit advertisement and marketing practices.
"This demonstrates our industry's strong commitment to responsibility. Further, by releasing Code Review Board reports, we believe it will make clear that self-regulation works and will encourage full compliance with the Code and Code Review Board decisions," said DISCUS President Peter H. Cressy.
The report shows specific complaints made to well-known brands like Hennessy, Belvedere, Jagermeister, as well as smaller brands such as Three Olives Vodka, Sex Vodka, and Alize.
Jagermeister's print ad, showing the words "Ride This" with a shot glass between the legs was discontinued after receiving a complaint by a industry member criticizing the ad is a violation of the DISCUS Code. "Beverage alcohol advertising and marketing materials should reflect generally accepted contemporary standards of good taste... should not reply upon sexual prowess or sexual success as a selling point for the brand," the report says.
Three Olives Cherry Vodka's marketing tagline "Remember, tonight is only a success if it ends with breakfast" has been also removed when White Rock Distilleries Inc. received a complaint.
No action was taken when recently launched Starbucks Coffee Liqueur received complains by a third party organization from Austin, Texas about the sales brochure with two footnotes citing age parameters of cordial drinkers "18 to 49." The Board found that the footnotes were the result of an administrative error thus the brochure did not violates the Code.
The partnership itself between Starbucks and Jim Beam Brands also got an attention. The report says, "No brand identification should be used or licensed for use on clothing, toys, games or other items intended for use primarily for persons below the legal purchase age - Starbucks recently announced a new initiative where children's books will be sold in retail stores - These books will show the same logo as the logo prominently displayed on the liquor bottles."
The Board says that the product will only be sold in state-licensed beverage alcohol retail establishments where the purchase of this product is restricted to legal age drinkers.
The usual timeframe between receipt of a complaint and Code Review Board action is a matter of days, but it could take up to 2 to 4 weeks. The advertisers have 15 business days to respond to the matter and have a say in the Code Review Board's discussion regarding the complaint.
According to DISCUS, the majority of complains came from within the industry about competitor's advertisements. From 1999 to 2003, 88 percent of the complains were lodged by industry members (23 of the 26 complaints). And 13 complaints of 26 involved the member companies' ads.
The Council is determined to publish the report twice a year from now on.
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Related links:
Distilled Spirits Council of the United States
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