News

The Portman Group has blacklisted another beer by Scottish brewer BrewDog after finding the marketing of the Tokyo brand encouraged excessive drinking.

The micro-brewery hit the headlines at the beginning of the year after featuring in the BBC show Oz and James drink to Britain, when presenter James May criticised a Portman Group ruling for treating consumers like fools.

Alcohol Focus Scotland (AFS) and a member of the public for encouraging excess drinking referred BrewDog's Tokyo beer, which has an 18% ABV content, to the watchdog.

AFS pointed to the description of the firm's website that said: "Everything in moderation, including moderation itself.  What logically follows is that you must, from time [sic], have excess.  This beer is for those times."

The Portman Group said that its role was not to regulate alcohol content, but the promotion of drinks. "It's obviously unwise for any company to urge consumers to drink to excess," said chief executive David Poley.

"We won't allow any irresponsible marketing whether it's for a big brand or a niche product. That's why we are taking action to restrict future sales of this beer," he said.

BrewDog was unavailable for comment this morning.

The panel dismissed complaints that there was undue emphasis of the beer's strength and that the expression "intergalactic fantastic" was a reference to the effects of illicit drugs.

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