Page last updated:June 2022

Portman Group updates labelling guidance

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The Portman Group has updated its Alcohol Labelling Guidelines for alcohol producers
The Guidance sets the minimum recommended best practice elements for product labelling, which includes the provision of unit information, a pregnancy message or symbol, and a direction to Drinkaware. The latest update also now includes the recommendation to include the Chief Medical Officers’ Low Risk Drinking Guidelines 2016, to fulfil the commitment made by Portman Group members in 2019 to include the CMO guidance on their labelling.
The previous edition of labelling guidance was published in 2017 in collaboration with the British Beer and Pub Association, National Association of Cider Makers, Scotch Whisky Association, and the Wine and Spirit Trade Association. The updated guidance is now also formally supported by the Society of Independent Brewers, ensuring that there is a more explicit consideration of the role of smaller producers in sharing public health information.
The guidance builds on over a decade of success in improving access to information, resulting in more than 99% of products containing a pregnancy warning message or logo, 94% demonstrating unit content, 93% displaying a Drinkaware or responsibility message, and 79% carrying the latest UK Chief Medical Officer low risk drinking guidelines. Producers looking to implement the guidance are encouraged to use the Portman Group’s free Advisory Service, which offers confidential support to producers in developing their marketing.
Matt Lambert, CEO of the Portman Group commented: “The Portman Group continues to set industry standards effectively, responsively, and at no cost to the public purse. We are proud of the huge progress made by the industry which already widely commits to responsible alcohol labelling. This updated guidance will further enhance adherence, and we hope will help small producers continue to market their products responsibly.”


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