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Marketing alcohol-free drinks responsibly: Portman Group guidance

Alcohol-free alternatives provide a welcome option to the increasing number of consumers who choose not to drink. But there are growing concerns that branding similarities to alcohol could mean that alcohol-free alternatives act as a gateway into alcohol for children or those at risk from harmful drinking. So the UKโ€™s Portman Group has set out its first-of-its-kind guidelines on how to market such products responsibly.
United Kingdom Punch Pubs Co Mark Anthony Brands International Portman Group Asahi United Kingdom Ltd Advisory Service

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Marketing alcohol-free drinks responsibly: Portman Group guidance

Alcohol-free alternatives provide welcome option to the increasing number of consumers who choose not to drink. But there are growing concerns that branding similarities to alcohol could mean that alcohol-free alternatives act as a gateway into alcohol for children or those at risk from harmful drinking. So the UKโ€™s Portman Group has set out its first-of-its-kind guidelines on how to market such products responsibly.
United Kingdom Advisory Service Molson Coors Beverage Company Portman Group Punch Pubs Co Budweiser Brewing Group United Kingdom

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