McQueen Gin ad banned for linking hiking and drinking

A television advert for McQueen Gin has been banned after being deemed “irresponsible” for linking alcohol consumption with mountain climbing.

An advert for McQueen has been banned by the ASA

The advert from 19 June depicted three people drinking McQueen Gin and tonic after reaching the top of a rocky peak.

The UK’s Advertising Standards Authority (ASA) upheld the complaint and ruled that the advert must not appear again in its current form.

According to the ASA, the UK advertising code stipulates that alcohol adverts must not imply sporting or physical activities were undertaken after consuming alcohol.

“The ad had previously shown the group helping each other up rocky terrain and sitting on rocks at the top,” the ASA said in the ruling.

“We considered the implication was that they would need to descend from that height along similar terrain.

“The code permitted alcohol ads to feature sporting or other physical activities, but stated that ads must not imply those activities were undertaken after consumption of alcohol.

“In this case, we considered the ad suggested that the activities would be undertaken after the consumption of alcohol and were therefore irresponsible.”

Trossachs Distillery, which produces McQueen Gin, said it did not consider the advert to be irresponsible. Meanwhile, adjudicator Clearcast, which cleared the ad for broadcast, said the walkers were portrayed ascending a “gentle incline” and that portrayals of refreshment after activity were “not uncommon in alcohol ads”.

McQueen Gin was founded in 2015 and now includes five flavoured expressions as well as a colour-changing gin. Its distillery, which opened earlier this year, is based in Stirling, Scotland.