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A6. Advertising & Marketing Alcohol
1 January, 2013
Submitted: 1 May, 2015
Please describe what are you have done over the last year to ensure that your products are marketed responsibly (2000 characters limit):
At Morrison Bowmore Distillers we ensure that all of our advertising, both print and digital supports the responsibility message and also includes reference to Drinkaware.
We also follow the guidelines defined by the Scotch Whisky Association ('SWA') Code of Practice for Responsible Marketing and Promotion of Scotch Whisky. This means that we never advertise in any publications that have a target audience of less than 30 years old. All of our digital and social media advertising is directed to an audience of 30 years plus.
We made the conscious decision not to do samplings at any sporting events to ensure that we did not create any potentially unsafe conditions. At every sampling event, we have a personal licence holder who is responsible for briefing other members of the team prior to any marketing event to ensure that we ask for ID from anyone who looks under 25 years old and that we do not provide any samples to anyone who looks to be under the influence of alcohol. We also try to have more than one person licence trained at these events.
Do you use the Drinkaware logo?
Yes - the drinkaware.co.uk logo has appeared on 99% of our products.
Are you signed up to the Portman Group Code?
Yes we are.
Please describe the process you have in place to ensure your company does not advertise alcohol on poster sites within 100m of schools (2000 characters limit):
As a business we don't do outdoor advertising so this wouldn't be an issue for us.
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