Spar rapped on the knuckles for referring to range as "everyday wine"

Spar has felt the wrath of Alcohol Concern for referring to a new range as “everyday wine” in a press release and the Portman Group has upheld a complaint against the retailer.

Alcohol Concern Wales argued that the name alluded to drinking the product on a daily basis, counter to Chief Medical Officer guidelines advocating the need for regular days off drinking.

The Portman Group panel noted that the press releases were not intended for consumer communication, but rather to position the wines as entry-level.

But it still decided that the term “everyday drinking” was unacceptable.

Spar’s head of brand, Cath McIlwham, said: “We take the responsibility of retailing alcohol very seriously and work closely with The Portman Group. The use of the term was intended to explain the price positioning of the wine range in question and not to be communicated to customers or to encourage increased alcohol consumption.

“We have taken steps to ensure this phrase will not be used again in any of our communications either to consumers or retailers. Spar remains committed to the responsible sale of alcohol.”

Portman Group chief executive John Timothy added: “I welcome the constructive manner in which SPAR has approached this complaint and their commitment to respecting the decision of the Panel.

“While it was clearly not their intention to use the phrase ‘everyday drinking’ with shoppers, today’s ruling highlights the need for retailers as well as producers to show considerable care around the language they use in their marketing materials, regardless of the intended audience.”

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