Portman Group finds fault with Fourpure’s Juicebox beer

UK drinks regulator the Portman Group has ruled that in its current form, Fourpure Brewing’s Juicebox citrus IPA, which has been produced since March 2016, holds “particular appeal” to those aged under 18.

Following a complaint by Zenith Global as part of an independent audit of the sixth edition of the Portman Group code, Fourpure’s Juicebox was accused of appealing to children.

Zenith Global argued that the packaging, which includes images of oranges, creates an association with orange juice, an assertion which is further strengthened by the name ‘Juicebox’.

In its defence, Bermondsey-based Fourpure argued that it had never received any complaints from consumers or regulators since it put its Juicebox IPA on sale in March 2016. It added that no retailers had suggested that the packaging was found to be particularly appealing to under-18s.

The brewer added that it had undertaken a number of decisions in order to differentiate its product from a soft drink. This included the prominent use of IPA in yellow text, use of beer imagery, references to brewing on the front and back of the can, a pregnancy consumption advisory logo, a drink responsibly message and a description of the brewing process on the back of the can.

Fourpure also noted that its cans were typical of those produced by a number of craft beer producers in the UK, packaged in 330ml cans with stylised graphical representations and non-literal creative names.

Referencing previous rulings, such as those on Beavertown’s Gamma Ray and Neck Oil beers and Bacardi’s Orange Breezer, Fourpure said that it satisfied the criteria mentioned in each.

In its ruling, the Portman Group panel dismissed the charge that the alcoholic nature of Juicebox should be communicated with greater clarity. However it found that the combination of the term Juicebox, together with images of fruit and stylised sunshine, had a “particular appeal to children”.

The panel was concerned “that children might see the product in the fridge in their home and think it was a juice drink”, and noted the “Citrus IPA” description was not clear enough to dispel that impression to a child who would be unfamiliar with beer terms.

Fourpure is now said to be working with the advisory service on how to adapt its cans.

The decision follows a ruling on Newport-based Tiny Rebel’s Cwtch red ale – the second decision which has found the brewer at fault. 

The drinks regulator told the Welsh brewer to remove an image of a teddy bear from the beer can in order for it not to promote underage drinking.

The decision was met with criticism, with James Calder, the chief executive of industry group SIBA, calling the ruling “frustrating” and calling on the regulator and the code “to work better for the UK’s small brewers”.