Banned, whisky ad with a spirit of adventure

IT might not be the wisest advice, recommending a tipple at the top of a precarious mountain summit.

now watchdogs have banned adverts by a drinks brand which gave the impression whisky had been drunk at 3,500ft.

The Advertising Standards Authority (ASA) said the adverts for single malt River Rock linked alcohol with unsafe locations.

They showed a group of climbers ascending Argyll mountain Stob ghabhar, along with the tagline: ‘What better way to mark the launch of River Rock batch #2 than by summiting 3,500 feet for a wild whisky tasting with good friends?’

One image showed a bottle of River Rock being poured into small tumblers and another showed someone pouring whisky into a fellow mountaineer’s cup.

The final paragraph of the advert stated: ‘The evening culminated in a welcome dram around the fire and a toast to good friends.’

The group was seen standing around a fire with mugs in their hands and one person pouring whisky into another person’s cup.

One person complained to the watchdog after seeing the adverts in January and challenged whether they were irresponsible as they linked alcohol with an activity or place in which drinking would be unsafe.

The ASA has now banned the online adverts and said they breached rules on alcohol promotion.

A spokeswoman for RR Whisky, of Cupar, Fife, said they can still use the images with wording making it clear no alcohol was consumed before or during outdoor activities.