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Complaint against Wolfie’s Whisky not upheld
A complaint filed against Wolfie’s Whisky, co-founded by Sir Rod Stewart, has not been upheld by the alcohol industry’s Independent Complaint Panel (ICP).
The complaint, from a member of the public, raised concerns that the packaging’s cartoon-like character could have a particular appeal to children, while encouraging bravado and irresponsible consumption.
The text in consideration was the phrase “rascal of a thing”, which appears on the packaging of Wolfie’s Whisky.
The panel ruled it was ‘typically a light-hearted term used to refer to cheekiness, as opposed to being synonymous with illegal behaviour or criminal activity’. In the context of the rest of the packaging, it was decided that ‘rascal’ was intended to refer to mischievous characterisation, rather than an association with bravado.
It was also concluded that the collaboration with a rock star was not enough to inherently encourage irresponsible drinking.
Rachel Childs, chair of the ICP, said: “It’s vitally important under the Code that producers ensure their products do not have particular appeal to under-18s, or encourage bravado or irresponsible consumption.
“In this case, the panel concluded the cartoon wolf was presented in a way which created separation from contemporary children’s cartoons and, combined with other elements on the packaging which were typical of spirit products, did not have particular appeal to under-18s.”
Duncan Frew, co-founder of Wolfie’s Whisky, commented on the decision: “We’ve taken great care while building every element of the Wolfie’s Whisky brand over the last two years.
“Having worked closely with the Portman Group to ensure our marketing and branding is on the right side of the Group’s guidelines, we are pleased with the outcome of this situation.”
Wolfie’s Whisky, a blended Scotch, was made available in countries across Europe on 19 June 2023. A US release followed later in the year.
Maggie May singer Stewart and Frew spoke to The Spirits Business about Wolfie’s Whisky in October last year.