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Firebox Pixie Tears Gin ‘unlikely’ to appeal to kids
A complaint that Firebox’s Pixie Tears Gin and Flamingo Tears Gin could appeal to children has not been upheld by the Portman Group.
Firebox launched Pixie Tears Gin in February 2019
A member of the public raised concerns over the images used on the bottles, arguing that they could appeal to children.
The Portman Group’s Independent Complaints Panel examined each product individually. For Pixie Tears Gin, the panel concluded that the label had a “fairly simplistic” design and the artwork had a “mature art-deco” feel to it. This, along with its “mature” flavour profile of elderflower and cucumber would make it unlikely to appeal to under-18s.
The panel also considered whether the line “swirl to release their mischievous powers” on the back label suggested the product had therapeutic qualities.
The assessment concluded that the line referred to the shimmer of the gin, and not that the product itself had “mischievous powers”.
For Flamingo Tears, the panel recognised that while flamingos may have some appeal to teenagers, they “actually appeal to a broader market”.
The imagery was then taken into account. It said the design was “mature”, with its black-outline illustration of a flamingo, and that the product font was “staid”. The shimmer of the liquid and the reference to ‘magic’ on the label was said to be in the context of making the product shimmer, and as a result the overall design was unlikely to have a particular appeal to those under 18.
Zymurgorium Forced Darkside Rhubarb Gin Liqueur
A third complaint was made against another product, not owned by Firebox, called Zymurgorium Forced Darkside Rhubarb Gin Liqueur.
The complainant argued the product’s cartoon characters and sci-fi design were based on imagery from Star Wars and could therefore appeal to children.
While considering the product, the panel discussed Star Wars’ cross-generational appeal and because of its status in popular culture, it decided Zymurgorium Forced Darkside Rhubarb Gin Liqueur would not appeal to under-18s.