Spirits brands defend sports sponsorships
A ban on spirits sponsorships in sport could deny brands a “credible platform” to promote responsible drinking, industry leaders have claimed.
A number of spirits brands have argued they are in a “powerful” position to promote responsible drinking through sports sponsorships
Speaking to The Sprits Business, Lizzy Johnson, international marketing director for Quintessential Brands – owner of The Jockey Club sponsor Greenall’s Gin – said the voice of the drinks industry is “quite powerful” when promoting responsible drinking through sports sponsorships.
She said that as long as drinks brands operate within the code of responsibility, then their “collective voices are louder” than any attempt to quash laws which attempt to ban the practice.
“I think every single alcohol brand is really focused on responsible drinking,” she said. “We all follow the same code and that is to keep people safe.
“Drinks brands must operate within the code of responsibility, as then our voices are quite powerful. But the debate has been around forever and will always be there.
Such arguments have been ramped up in recent years, with a number of politicians, health lobbyists and charities urging that alcohol brands’ sponsorships of sporting events should be completely outlawed.
In particular, Diageo’s partnership with Formula One racing has come under fire for what some have claimed are associations with drink driving.
However, Carolyn Panzer, director of sustainability and responsibility for the UK group, said: “Through our involvement in sport we can drive positive change. We are already working collaboratively with sports organisations, government and others on responsible drinking programmes that are making a real impact.
“We do not believe there is any evidence to show that banning alcohol brands sponsorships would be effective in addressing harmful drinking, rather it would deny a powerful, credible platform to promote responsible drinking.”
Similarly, Peter Moore, brand director for Chivas Brothers’ Ballantine’s Scotch whisky, said its own partnerships are “defensible” due to its strict adherence to the responsible code.
However, he added that if such sponsorships are outlawed in more markets, then the brand will “not try and get around this” and will “operate in a sensible way”.
For a a more in-depth look at the issues surrounding partnerships between spirits brands and sporting events, see the March 2015 issue of The Spirits Business magazine.
