The Portman Group – the British alcohol industry’s self-regulatory body – is calling on manufacturers to insert more ‘sensible drinking’ messages into their campaigns.

The group is researching more ‘hard-hitting’ approaches to the subject and wants drinks firms to take part in the study. It believes manufacturers should give more prominence to messages about responsible alcohol consumption throughout their brand advertising – rather than the current practice of inserting brief sentences in small text.

The Portman Group’s latest initiative follows the outcry from campaigners at the recent launch of Deco, a new brand from Scottish Courage. Deco comprises a bottle of Kronenbourg beer attached to a shot of absinthe – a concoction critics have slammed as far from sensible drinking.

Data sourced from:; additional content by WARC staff