Mmwah shot brand ‘appeals to under-18s’

Industry watchdog Portman Group has upheld a complaint against Harwood Drinks’ shot brand Mmwah for appealing to under-18s.

Test tube shot product Mmwah has breached Portman Group’s marketing code with packaging that appeals to under-18s

Portman Group took the complaint to its Independent Complaints Panel (ICP), which ruled that the font, bright colours, language and miniature size of Mmwah’s 5 x 20ml bottles would appeal to under-18s, particularly young girls.

“When creating packaging and design for an alcoholic product, it is important to consider how all the elements combine so that, however inadvertently, the packaging does not end up having a particular appeal to under-18s,” said Henry Ashworh, secretary to the ICP.

“The Portman Group Advisory Service is on hand to provide free and confidential advice regarding the marketing and packaging of alcoholic products.”

However, the ICP did not uphold a further aspect to the complaint accusing Mmwah of using packaging that “encourages immoderate consumption”.

Initiated by a member of the public, the complaint stated that the “cute size” of the bottles could encourage “snacking on alcohol” and “ultimately, alcoholism”.

The ICP noted that the total alcohol content of all five 20ml bottles was 1.5 units and as such ruled that the packaging doesn’t encourage immoderate consumption under section 3.2 of its code.

Harwood Drinks has said it is willing to work with Portman Group to make the necessary changes to Mmwah, bringing it in line with requirements of the code.

In 2014, both Diageo and Pernod Ricard were hit by Portman Group rulings.