Suck & Blow breaches Portman Group code

Suck & Blow alcoholic jelly tubes have breached three alcohol responsibility rules for promoting rapid drinking, appealing to children and suggesting sexual success, according to The Portman Group.

The industry regulatory body has also ruled that alcoholic energy drink Crunk Juce breached alcohol responsibility rules for encouraging excessive alcohol consumption and failing to make the alcoholic nature of the product clear on its packaging.

A member of the public complained about Suck & Blow, which is produced by SAB Enterprises in the US.

The product is a tube which opens at both ends and is designed for one person to blow half the contents into another person’s mouth and vice versa.

The Independent Complaints Panel noted that while the product was low in strength, the product design led people to down the product in one, encouraging rapid drinking which is banned under the Code.

The Panel also ruled that the product would appeal particularly to under 18s due to the combination of the childish font, bright red and blue colours, and the novel design of the packaging.

In addition, the product name, “Suck & Blow” had clear connotations of sexual activity which linked the product with sexual success.

The company has agreed to consult the Portman Group’s Advisory Service for guidance on the appropriate changes to the product and packaging to conform to the strict controls operated in the UK market.

Henry Ashworth, chief executive of the Portman Group, which provides the secretariat for the Independent Complaints Panel, said: “It’s just not acceptable for products to encourage rapid drinking or to link to sexual success in this way.

“Alcohol producers must exercise extreme caution and we strongly recommend they seek pre-launch advice from the Portman Group. We are pleased that the company is now working with our Advisory Service to make changes to the product.

“We appreciate the time and effort that people take to make a complaint and encourage anyone who sees an irresponsible product or promotion to call or email us.”

Meanwhile, two complaints were received about 12% abv Crunk Juce, which is produced by US-based Gila Brew Co.

The complaints were from a member of the public and the Safer Portsmouth Partnership.

The Independent Complaints Panel found that the product packaging encouraged irresponsible or immoderate consumption as one can contained 8.4 units – more than double the Chief Medical Officers’ sensible drinking guidelines for men.

The Panel also ruled that the alcoholic nature of the product was not made sufficiently clear on the product packaging.

Although the product contained references to the alcoholic content, in terms of font size and position, significantly greater prominence was given to the non-alcoholic messages such as the flavour name and the word ”Juce” and these messages undermined the absolute clarity of the alcohol messaging.

The company is in consultation with the Portman Group’s Advisory Service for guidance on appropriate changes to the product and packaging to conform to the strict controls operated in the UK market.

Ashworth said: “An alcohol product marketed in the UK has to comply with tough industry responsibility rules and it is not acceptable for products to encourage irresponsible consumption.

“We are pleased that the company is working with the Portman Group advisory service to make significant changes to the product as a result of this ruling and I would urge all producers to contact the Portman Group first before launching a product here in the UK.”