Beer fears
Do fun labels tempt kids?
Alcohol watchdogs are concerned beer branding featuring cute cartoons or resembling softdrinks, may be too appealing to minors.
The rise of the craft beer market has resulted in a new wave of creative, colourful, and often cartoonish labels as alcohol producers compete for consumers’ attention.
Auckland craft brewery Behemoth Brewing Company, has ’’brave bikkie brown ale’’ featuring a cartoon monster eating a cookie on its bottles.
A mouse riding a dog appears on Scallywag rich amber ale from Auckland craft brewery Schipper’s Beer, while a badger wearing a jetpack stars on its Boffin bitter.
Even the Mac’s beer range, owned by major brewer Lion, features labels with drawings of wolves, a shark fin and an Indian Pale Ale called ‘‘birthday suit’’ with a grizzly beer holding a hop bud. And two months ago, the darling of the New Zealand craft beer scene, Garage Project, released a ‘‘Lola cheery cola beer’’ in a can with a striking resemblance to Coca-Cola.
But while this type of branding can be fun and exciting for adults, it can spell confusion for youngsters, said Rebecca Williams, director of the Alcohol Healthwatch group.
She said cartoons on alcohol labelling sent a message to minors that alcohol consumption should not be taken seriously, blurring the reality that it contained a toxin.
‘‘Look at the colours of them - they’re cute, they’re quirky,’’ said Williams.
When children liked a brand or could relate to it, it translated into early alcohol consumption, she said.
‘‘I think it’s about time somebody was challenged.’’
But beer producers denied marketing characters and labels were aimed at those too young to drink alcohol.
Behemoth Brewing owner Andrew Childs said all of its beers were centred around a character named Churly.
‘‘He is fun, quirky and definitely targeted at an adult audience,’’ Childs said.
The brewery liked to have fun with its names and labels, he said. ’’We have subtle humour on our labelling that will only be picked up by adults.’’
Under the Sale and Supply of Alcohol act it is an offence to promote or advertise alcohol in a manner aimed at, or that was likely to appeal to minors.
Alcohol producers are also obliged to adhere to the Advertising Standards Authority (ASA) code which offers similar advice about designs and avoiding appeal to youngsters.
Kevin Sinnott, acting executive director of the Brewers Association, said its members, which include Lion and DB, supported provisions within the ASA code.
‘‘Our members work hard to ensure that all their marketing activity complies with the code,’’ Sinnott said.
ASA chief executive Hilary Souter said: ‘‘The guidelines are just that. They are not law.’’
No complaints had been made about beer labels, she said.