The beer industry has received a stark warning about the importance of avoiding appeals to children, following the Independent Complaints Panel’s (ICP) verdict upholding complaints against beers produced by Welsh brewer Tiny Rebel, specifically Monstar and Primed.
Three of Tiny Rebel’s beer offerings, namely Monstar, TinyFast, and Primed, were found to contravene Code rule 3.2(h), as they exhibited a particular appeal to individuals under the age of 18. In evaluating this rule, the panel considered that Tiny Rebel’s logo’s appearance could sometimes exacerbate the product’s overall appeal to children.
Tiny Rebel, which had previously faced issues related to labeling, released these beers in January, a month traditionally associated with ‘Dry January.’ The brewery was also found in violation of the code for promoting irresponsible consumption and suggesting that their products possessed therapeutic properties, could enhance mental or physical capabilities, or alter mood or behavior.
Furthermore, TinyFast was deemed to have transgressed the code, which explicitly prohibits any product from encouraging rapid consumption.
Of note, the panel observed that the branding of Monstar bore a close resemblance to Monster Energy, a widely recognized non-alcoholic energy drink brand. Consequently, the panel concluded that the brand’s design and popularity could indeed be appealing to individuals under the age of 18.
This ruling serves as a reminder to the beer industry of the importance of adhering to regulatory guidelines and ensuring that marketing and branding do not inadvertently target or attract underage consumers.
